Ethnography

Ethnography in UX research involves observing users' behaviors and tendencies in their natural environments. For example, for a vending machine maker, studying how a user operates their vending machine placed in a public place can provide insights into their likes, dislikes, and hiccups in the ordering process.

Ask yourself the following questions before carrying out an ethnographic study:

• What are your goals for the study? What are the questions you are trying to find answers to?
• Who will you be studying and in what environment? You will need to know this to obtain the necessary permissions from the people involved.
• For how long will the study take place? This will depend on how extensive you want your study to be, the size and diversity of your target audience, and the time and budget you have on your hands.
• How will you record the data? Will you take notes, and record the events verbally or visually? Or if you are pressed for time, you might want to combine your ethnography with diary studies with the participants, which involves studying self-reported data logged in by participants over time.
• What type of observation will you carry out? Direct observation involves observing participants passively. Active participation involves the researcher conversing with the participants and carrying out contextual inquiries through short interviews after observing them to gain more clarity on their behaviors.