Ethnographic research

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What is it?

This immersive research activity is similar to contextual inquiry, except that it requires you to get involved with the activity, rather than just observe.

Why do it?

It helps you gain firsthand experience and a true understanding of customers’ cultural, social, and motivational behaviours in the context that they happen.

When to do it?

Ideally, do it at the beginning of the project because you want the results of the study to inform your design solutions and project requirements.

How to do it?

Get native: Identify your target customers. Go and watch them do their thing in the place that they’re doing it. Get ...

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