Ethnography is a tool for better design. People and culture are incredibly complex. Ethnography is a systematic process.
Ethnography allows us to; ・Descover meaning ・Understand norms ・Make communications powerful ・Be worldly ・Observe reality ・Identify barriers
Steps in ethnographic research: 1. Define the problem 2. Find the people 3. Plan an approach 4. Collect data 5. Analyze data and interpret opportunities 6. Share insights
Good ethnographers don't just ask questions.
Glossary: ・Digital Ethnography ・Disscussion Guide ・Field ・Field Notes ・Human Factor (or Usability) Research ・Observational Research ・Respondents ・Stimuli