During ethnographic field studies participants are observed in their natural environment (most typically in their homes, offices, or where ever they use the product). This provides a deep understanding of their lifestyles, cultures, process, and work-arounds as a basis for better understanding their needs and problems.

Ethnography does not follow a single protocol, but rather employs a range of methods that vary with the demands of the cultural context and the preferences of the researcher. However, ethnographic methods typically include the following:

• Interviews: Both informal conversation and formal in-depth dialog. This probes what is said to draw out the users’ subjective perspective.
• Direct observation of Activities and Interactions: If the ethnographer simply observes, this is called non-participant observation. This method reveals what is done, adding an objective perspective to the interview. If the researcher joins the activity, it is called participant observation, which further enriches the ethnographer’s understanding.
• Documentation of Artifacts and Traces: Artifacts are physical objects used by users and traces are the physical impact the users have on their environment. These items demonstrate what is used, which further refines the data collected from the interviews and observations.

Ethnographic studies are best if done early in the development process to help inform features and functionality. From ethnographic field research we get:

• Rich context
• Real-world variability
• Flexibility across dimensions:
  • Structure vs. Open-ended exploration
  • Behavioral observation vs. contextual interviews
• Excellent counterbalance to quantitative insights