Ethnography remains something of a catch-all description for a wide range of qualitative research techniques that aims to get closer to understanding the user in context of product/service use – activities, actions, norms and routines.

There remains a perception amongst many that this makes ethnographic research akin to nailing a fruit jelly to a plank of wood.  All you end up with is a mess of something…

But to get the most out of ethnography it needs to be carefully designed and moderated specifically for the issue being investigated – not left to chance or random actions – considering the type of product or service, the sector and the relevant level of user engagement.  The researcher needs to understand not only the extent of the issue to be investigated, but also why the client needs to know about the issue in order to enable them to get closer to their customers, which, after all, is the whole point of ethnographic research.  But it is qualitative, and this is another reason for its perceived shortcomings.

Organisations are increasingly run by numbers.  Data is big.  Accountants call the shots.  Of course, quantitative data is important, but it is so often seen as the only definitive measurement because it produces numbers and numbers = facts…don’t they?  Well, yes and no.  Certainly, what is happening can be described by quantitative data, but if these data provide an analysis of the direction of travel (usually a far from linear progression anyway), how do you know why this is happening?  Without a good grasp of “why?”, how can a solution be created?  This requires deeper qualitative understanding.

Like any qualitative data, ethnographic data needs to be analysed and interpreted in a methodical, structured, objective way.  The framework of analysis needs to be determined in close collaboration with client stakeholders taking account of the context, relevant and salient artefacts, and the environment of use.  Key insights need to be prioritised and ranked in importance and impact.

And as with any form of research, it’s worth doing only if actionable insights can be derived from the findings.  If well designed in collaboration with key stakeholders, ethnographic research can shine a Super Trooper on behaviour, attitudes and motivations that may not have been recognised or properly understood though other methodologies.  It can add vital details and perspective from users as they experience the product or service in the context of actual use.

That can make all the difference when revising, enhancing or developing new products and services, focussing resources where they will have the greatest impact, rather than just picking low-hanging fruit.  The results of this targeted effort will show in the quantitative data and that’ll make everyone happy.