Ethnographic research process
How do we conduct ethnographic research?
Our process involves careful planning and undertaking extensive fieldwork to observe and interact with real users. Noting behaviours, rituals, and social dynamics while avoiding interference, we aim to gather authentic insights into user values, needs, and experiences. By studying real-life experiences and social dynamics, we gain a comprehensive understanding that informs UX research and design.
Why do we conduct ethnographic research?
Ethnographic research is pivotal in gaining a deep understanding of user groups by studying them within their natural environments. By immersing ourselves in their culture and context, we uncover nuanced insights into behaviours, needs and values. This real-world understanding is invaluable in informing UX research and design decisions, ultimately leading to more effective and user-centric solutions.
When do we conduct ethnographic research?
Ethnographic research is strategically integrated into the early stages of UX research and design. It provides a foundational understanding of user behaviours and cultural context.