Day 17 - Ethnographic Research
““Ethnography is a set of qualitative methods to understand and document the activities and mindsets of a particular cultural group who are observed going about their ordinary activities in their habitual environment.””
Ethnographic research answers the question, “what do people do and why do they do it and how should it be used to design for them?”
Goals of Ethnographic Research
Understand the true needs of the users
Understand the context in which users interact with a product
Form actual insights rather than assumptions about users
Understand user’s mental model of products
References
