Ethnographic Research

What is ethnographic research?

Ethnographic research involves immersive observation and interaction within a specific community or culture to understand their behaviors, beliefs, and needs. Being a fly on the wall to obverse and record behavior. By delving deep into people’s lives, routines, and environment, we uncovers rich insights that inform the development of products, services, and experiences tailored to their context.

Why do I need it?

It can be a crucial tool in the design process as it offers a deep firsthand understanding of user behaviors, needs, and environment. It also helps develop a true Day-in-the-Life of the user to identify activities in context that the user experiences. By immersing designers in the user’s environment, it uncovers insights that highlight effective solutions, ensuring products and services resonate authentically with users and meet their real-world demands.

Contextual Inquiry, Observational Research, Field Research

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