1. The aim of an ethnographic study within a usability project is to get ‘under the skin’ of a design problem
2. Passive observation which can also be known as ‘shadowing’ is where a user or users are shadowed while they go about their everyday tasks observed by a researcher.
3. Contextual interviews are where the researcher will interact with users while observing them going about their everyday tasks
4. Researchers will look for patterns and themes from the data. They will look for the challenges and barriers that users encountered and how this effected different users.
5. One of the methods used to analyse the data is the use of an affinity diagram
6. Identify unexpected issues that you might not have encountered in a usability test
7. is a qualitative method where researchers observe and/or interact with a study’s participants in their real-life environment.
8. is used to support a designer’s deeper understanding of the design problem – including the relevant domain, audience(s), processes, goals and context(s) of use.
9. Advantages of Ethnography research
10. Ability to see first-hand how users interact with technology in their natural environment
11. Opportunity to test new product ideas before they are released to the market to see what demand is like
