Cost-Justifying Usability, 2nd Edition

(site visit methods focusing on semistructured or structured interviews with an

observational component).

Ethnographic research and site visits meet at the midpoint of the continuum

of research methods. As ethnographic questions become more product driven

and guided by the needs of the company, and as site visits become more about

the user’s experience and less about specific questions that need to be answered

by the product/feature development team, the two become the same.

The second distinction comes from whether the focus of the research is to

understand the holistic gestalt of the environment(s) in which software is used (and

not used) or to change ...