Virtual Floorspace

Ethnographic research is broad in scope, so the questions it answers are equally as broad. Ethnography is often used in the discovery phase of a project. Some examples of questions that ethnographic research can answer include:

• How long do people typically spend at each of the resort’s amenities?
• How is length of time for an activity influenced by age? By psychographic type? By total spend?
• Which guest types tend to eat on-site at the resort vs. eating out every night?
• What are the typical traffic patterns through the resort of a young family?
• Where do guests appear to have the most needs for small products that could be delivered instantly by staff?
• What attributes are observed in guests that tend to require the most attention by staff?
• How could better information resources play a role in satisfying guests?

Paul Bryan, Usography Corporation (www.usography.com) e-commerce design strategy, e-retail, ethnography, methodology, qualitative research