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Ethnographic research is a qualitative research method to study human behavior and societies and culture. The most common methods of ethnographic research are participant observation and interviews. Participant Observation: The researcher immerses themselves in the natural environment of the people they study.
Qualitative research, however, attempts to understand the human and social phenomena much more deeply, and on a case-by-case basis. You’ll have probably realized by now that ethnographic research doesn’t provide you with neat numbers, graphs, and figures (quantitative data, in other words).
Discovering needs that aren’t met. Unlike user research which is often focused on what a user needs from a specific product; ethnographic research takes a further step back and looks at the behaviours of a population. This enables you to take a look at which needs that population has that aren’t being met and then design products to meet ...
User research essentially splits into two subsets: Qualitative research – Ethnographic field studies and interviews are examples of methods that can help you build a deep understanding of why users behave the way they do (e.g., why they leave a website so quickly). For instance, you can interview a small number of users and get sharp insights ...
In ethnomethodologically informed ethnographic research on work, the understanding of any work setting is derived from the study of that setting itself, rather than from any highly structured model or theory of work organisation or work processes; that is, it ties itself closely to the observed data, it is 'data-driven'.
Lab based research is great for testing very specific questions in a very structured manner but where it falls down is the ability to peer into a user’s actual environment and see how they really conduct themselves. The beauty of ethnographic research is that it overcomes this limitation.
Quantitative research is the methodology which researchers use to test theories about people’s attitudes and behaviors based on numerical and statistical evidence. Researchers sample a large number of users (e.g., through surveys) to indirectly obtain measurable, bias-free data about users in ...
The type of user research you should do depends on your work process as well as your reason for doing user research in the first place. Here are three excellent reasons for doing user research: 1. To Create Designs That are Truly Relevant. If you understand your users, you can make designs that are relevant for them.
Customer research may be conducted via a variety of quantitative and qualitative methods such as interviews, surveys, focus groups, and ethnographic field studies. It also commonly involves doing desk research of online reviews, forums, and social media to explore what customers are saying about a product.
Ethnographic research’s biggest benefit is uncovering the unknown and that means you need to bring the whole team’s expertise to bear on the research in order to derive the maximum benefits from it.