Ethnography
Studying a group by spending time with it in its own setting, observing and taking part, to understand its practices and what they mean to its members.
What it’s for
It shows how context, customs and relationships explain what people do, something that doesn’t show up in a one-hour interview.
Key elements
Be there
In people’s setting, for as long as it takes.
Observe and take part
Watch what happens and join in when you can.
Their point of view
Understand what things mean to them, not to the team.
How it’s done
Enter the field. Gain access and trust in the place.
Observe and take notes. Field notes, photos and informal conversations.
Interpret. Look for patterns and meanings in what you gathered.
Applications in design
When to use it
When context matters as much as the task: homes, hospitals, stores or offices.
Avoid
Calling a one-afternoon visit ethnography: it takes time and repeat visits.
Don’t fall for it
In your notes, separate what you see from what you interpret.
Connections
Builds on
Authors and works
- 1922
Bronisław Malinowski
Made long-term fieldwork and participant observation the foundation of anthropology.
- 1987
Lucy Suchman
Observed people using a photocopier and showed that plans guide us, but what we do is worked out in each situation.
Sources
Original sources
- Malinowski, B. (1922). Argonauts of the Western Pacific. Routledge.
- Suchman, L. A. (1987). Plans and situated actions: The problem of human-machine communication. Cambridge University Press.
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