In-depth study of people in their natural surroundings over time to understand their behaviours, culture, and needs as they really are, not as they report them in a survey.
Synonyms
- ethnography
- field research
Related terms
- contextual inquiry
- field study
- diary study
In plain words
- studying people in their real everyday environment
- immersing yourself in how people actually live and work
Usage example
Ethnographic research in warehouses revealed that workers ignored the app because their gloves blocked the touchscreen.
Don't confuse with…
- usability testingEthnographic research observes real life broadly; usability testing focuses on specific tasks with a product.
Categories
- UX research