Ethnographic User Research Company in India

Ethnographic research is a type of qualitative research method where target users are studied & observed within their own social group to get a holistic understanding of the social & cultural dynamics. Ethnographic research methods enable UX researchers to integrate & delve deeper into target users’ lives & environments to get an insider’s view of their behaviors & the reasons dictating these patterns.

• Direct access to users’ lives in their own environments
• Authentic & unbiased insights, free from effects of dominant cultural implications
• Learn about your target users first-hand
• Realistic & accurate picture of users
• Holistic view of users’ lives instead of isolated one
• Unlocks higher empathy & sensitivity for user groups concerns

• Core product idea, research questions, & location are finalized
• Conducted on-site, naturalistic settings in which users reside
• Gain permission & access to conduct user interviews
• Facilitator/ Researcher has to spend time interacting with users in their environment
• Data collection is done through a variety of methods & formats – user interviews, audio/video interviews, images, etc are collected
• Researchers observe users in their natural environment perform their daily tasks, which may or may not be directly related to the product in mind.
• Collate all the information extracted from the above process & look for more archival information for the said target group
• Organize all the information in a way that makes most sense for the observation done & product idea in mind, identify outliers, & compare with existing theories.