We would normally recommend that ethnographic methods are used for very complex and/or critical design problems. More complex design problems (in terms of their domain, audience(s), processes, goals and/or context(s) of use) are likely to need the deeper understanding which ethnographic studies can bring.

What is ethnographic research used for?

It is used not only to study distant or unfamiliar cultures, but also to study specific communities within the researcher's own society. For example, ethnographic research (sometimes called participant observation) has been used to investigate gangs, football fans, call center workers, and police officers.

What is the main purpose of an ethnographic observation?

Ethnography is a study through direct observation of users in their natural environment rather than in a lab. The objective of this type of research is to gain insights into how users interact with things in their natural environment.