A descriptive work created as a result of such research, which includes the study and methodical recording of human civilizations Ethnography is based almost completely on fieldwork, which explains why it is so popular.
Ethnographic research aims:
Ethnography is a qualitative study of user interaction in a particular context. This study examines the user's perspectives, activities, and the sights and noises they experience throughout the day. It helps the researcher learn how those users perceive the environment and interact with it.
A person's day-to-day gadgets may be examined as part of ethnographic research. Observations may be made at the user's desk, home, or when out with family and friends. The duration of the investigations varies based on the study. They may vary from a few hours to many months.
There are two ways to observe:
1. Passive observation
Passive observation, sometimes known as ‘shadowing,' involves observing a user or users while they go about their daily activities. It's not uncommon for consumers to be questioned individually or in groups before the study starts. Observations will be recorded throughout the day using notes, photos, drawings, and videos. The study may be performed in a group setting to watch a larger number of users and get more information fast. This approach allows researchers to observe how users go about their day and detect disconnects when the user says one thing but engages in another manner.
2. Contextual interviews
Contextual interviews take place while the researcher observes users going about their daily activities. The interviews will take place in a natural setting to avoid seeming too professional. The researcher will watch the user and ask questions to gather information.
Advantages of ethnography:
It's a good way to observe people's behavior and interactions in real-time.
Through social immersion, you may get access to more genuine knowledge and witness dynamics that you could not have discovered by asking.
Ethnography is a versatile technique. It attempts to provide a rich narrative description of a particular culture, enabling you to explore many various elements of the group and environment.
Disadvantages of ethnography:
Ethnography takes time. Expect to spend at least a few weeks, if not many months, immersed in the setting and gathering data. Long-term immersion is difficult and needs preparation.
Ethnographic research may be biassed. It may be difficult to maintain the required distance to examine a group in which you are immersed while writing an ethnography.
There are frequently ethical issues to address, such as how your position is revealed to group members or how to observe and report sensitive material.
Conclusion:
Ethnographic studies are an excellent way to get a better knowledge of your customers and the problems they may be experiencing in their everyday lives. If your users are asked to complete a task in a lab environment, the results of the research will give you information about them that you would not have obtained otherwise. However, since ethnographic studies may be costly and time-consuming, it is important to choose the research method carefully in order to guarantee that the research questions are properly answered at the conclusion of the study. It is your responsibility, after completing a research project, to convey your findings in an informative and relevant way so that teams can use the information to make informed choices while ensuring that your personal opinions do not affect the findings.
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