Determining Data Capture Methods for Ethnography
Some of the more common data capture techniques in ethnographic research include:
- Depth interviews
- Participant observation
- Informant debriefs
- Context mapping
- In-context interviews
- Artifact analysis
- Participant diaries and collages
- Webcam diaries
Participant observation is the method that set ethnography apart. But this method has given way in market research to observation, i.e. the researcher does not actively participate in the behavior being observed. Informant debriefs refer to conversations that the researcher has with insiders who understand the behavior being observed, and who can explain phenomena that the researcher finds puzzling. In retail ethnography, this is typically a salesperson.
We use context mapping for nearly every project. We draw a map of the area being observed, include stations at which people pause or interact, and develop codes that allow us to quickly note behaviors and timeframes. Overlaying context maps helps us understand frequently observed patterns.
I enjoy the diary and collage methodologies. They provide a lot of insight into the mindset of participants, although that insight is sometimes difficult to translate into design recommendations.
Copyright 2010, Paul Bryan, Usography Corporation (http://www.usography.com)
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