Ethnography

Ethnography is a method used to capture information about behavior in the context of people’s real-world environments. It can be used to obtain unarticulated needs, motivations, and drivers to develop innovative designs. Ethnography is an effective user research method because it gives insights into the elements that constitute an overall customer experience. It is also useful in helping to map and explain the relationships between the elements of the whole customer experience.

Back to Glossary Index Page