Ethnographic research
Even though ethnographic research has recently become a "hot" topic, we have employed traditional (anthropological) observational research methods for many years. We have conducted detailed needs analysis, task analysis, and ethnographic data gathering in a wide range of consumer and commercial environments including nuclear power generation, agriculture and farming, process control and trading floor environments. These are only a few of the broad range of experience we bring to your needs in the area of ethnography.
Questions this method answers: Effective in targeted studies involving a smaller number of users where you are interested in developing a highly refined and comprehensive understanding of how customers engage with the technology and other systems on a daily, or even weekly basis. This methodology follows users during their entire daily life-cycle, recording observations for the specific purpose of identifying unmet needs and areas of innovation that can only be brought into focus by highly detailed recording of user behavior in their living and working environments.
Statistical reliability: (none); small sample size (12-60 respondents)
Functional Scope: Many unstructured, or a limited number of structured tasks or interaction sequences with products, or services, combined with the users' comprehensive living and working environment.
Fees: Moderate to high cost per subject
Lead time: 3-6 weeks for top line report
Geographic reach: Global applications possible, but requires highly skilled and trained research team, knowledgeable in local customs and languages.
Deliverable: Comprehensive video tape summaries and diaries, supported by comprehensive reports and recommendations.
Major advantage: Very compelling demonstration of user interaction with your product or service in dimensions which you may not have considered important. Offers unusual and often surprising data on how users interact with technology in real world settings. Can provide deep and meaningful insights on unmet needs and areas of innovation.
Disadvantages: Small sample size; mostly subjective data; current data gathering tools are sometimes invasive if not properly employed. Data analysis is time-consuming and expensive when compared to other methods. Not suitable for business-critical decision-making but very powerful for strategic innovations and identifying major opportunities for new products and services.
Quality of service issues: Methodology is complex and frequently employed to gather data better obtained by other research methods. Many tools currently offered do not perform as advertised. Few consultants are technically qualified to offer true ethnographic research.
Applications
- Traditional products and services
- High technology products and services
- Lifestyle products and services
- Almost any product or service that users employ at home or at work where interactions cover extensive transitions in use-patterns and activity levels.
Used in combination with
- Lab-based study
- Large sample on-line testing
