Sometimes the best insights come from staying silent and observe.
Ethnography is a qualitative research method that comes from the discipline of anthropology but is more and more applied in other areas too, for example design. Unlike traditional market researchers, who ask specific, highly practical questions, anthropological researchers visit consumers in their homes or offices to observe and listen in a nondirected way. An ethnographers goal is to see people’s behavior on their terms. There are many ways to reveal what people do and how. Ethnographers look for the why.
While this observational method may appear inefficient, it enlightens us about the context in which customers would use a new product and the meaning that product might hold in their lives.
In this 2-day workshop i will guide you through all the steps from scoping of the research to recruiting, interviewing, other ethnographic methods and sensemaking.
Learn about the value of participant observation and other qualitative research techniques and become an ethnographic researcher.
If you want to learn more about the benefits of “thick” ethnographic data, read this article.
“The training helped to create a better basic understanding and to broaden the horizon. Therefore the session was a success for us!”
– Franziska Scheinhardt, Senior Strategic Designer, BCG Digital Ventures