👨👩👧👦 Ethnography
= the scientific description of people and cultures with their customs, habits and mutual differences
How?
- Are you suitable?
- Choosing a site/target
- access
- suitability
- logistics
- Level of participation
- complete participant ↔︎ complete observer
- losing perspective ↔︎ data not representative
Tools
Pros&Cons
- 👍 understand activities & context
- 👍 rich and detailed understanding
- 👎 often requires participation
- 👎 complex, longitudinal, expensive
- 👎 hard: trust, integration, bias, ethics
📖 Example:
- “Interaction with a photocopier""
- “Communication in the Work Place”
🔗 Links