What is Ethnography?
Ethnography is a research method used to study people (users) in their most natural environment when social and cultural factors play an important role in their behavior. Often referred as “field study”, this type of research uses in-depth interviews, surveys and direct observation/participation to collect data.
Typical Questions:
» How cultural factors affect user interaction with a “product”?
» Why is a particular ethnic group buying the competitors’ product?
» What factors are important when creating a website that intents to mimic the “real life” experience?
Case Study:
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Ethnographic Study: Close Look Into a Buffet Restaurant of a Luxury Hotel |