Ethnography is a way to explore the needs of an audience that is often overlooked yet could provide valuable insights.
The technique can be used in the exploratory phase at the beginning of a project or to dig deeper at the end. At the beginning it helps to develop an understanding of the topic which can help the design of subsequent research. At the end it could build a greater understanding of personas, for example, following a segmentation study. The advantages of ethnographic research are heightened when it incorporates an entry interview and an exit interview.
Our latest whitepaper introduces the subject of ethnographic research, looking at why you should consider it and some key dos and don’ts on how to do it right.
To read the full whitepaper, please click the link below.