Ethnographic Research: A Designers Guide

Discovering the ‘Why’ Through Culture and Real-World Observation

When it comes to understanding human behaviour, nothing is better than observing people in their natural habitat😂. Ethnographic research allows us to get beyond surface-level insights and learn from culture, behaviors, and experiences of people in their daily lives. It is not just about studying what people do but understanding why they do it, through their eyes.

This method uncovers patterns, meanings, and societal norms that more structured research methods often miss.

“Ethnography isn’t about answering questions; it’s about asking better ones.”

What is Ethnographic Research?

Ethnography, rooted in anthropology, is the study of people and cultures from the insider’s point of view. Researchers observe and interact with participants in their real-life environment, often for extended periods. The goal is to gather first-hand insights into the daily lives, rituals, social norms, and experiences of people in their natural settings.

Key Characteristics of…