Ethnographic Field Study

How does a targeted user perform tasks using the product in its natural environment? This is the question that ethnographic study must answer. An ethnographic study provides access to information concerning the user experience in the field, which makes it unique in comparison with all other analytical techniques.

This information is of great value, because it helps us to:

• Understand how the environment affects the way a product is used.
• Clarify users' expectations, motivations, and behaviour with respect to the product.
• Identify usage issues that correspond with the user profile.
• Develop new design solutions based on actual usage experience (in additional to the product’s specific technical features).

As an integral part of contextual analysis, the ethnographic study employs a variety of tools and techniques, including interviews, observations, surveys, log books, simulations, card sorting tests, etc.