Design thinking resource
Ethnographic research develops a deep understanding of people, behaviour and culture through observation, interaction and participation in real contexts.
Ethnography is a qualitative research approach used particularly in anthropology and sociology to study cultural practices, behaviours and beliefs. It often involves immersive observation and participation in the daily life of a community over an extended period.
The aim is to understand social dynamics, rituals, interactions and lived experience from an insider’s perspective rather than interpreting them only from a distance.
Ethnographic research observes and interacts with people in the settings where life and work naturally occur. It is grounded in the belief that culture is best understood by entering the context and learning from within it.
Researchers combine observation, interviews and participant engagement to develop a nuanced account of human behaviour and the conditions that shape it.
Ethnographic research requires sensitivity to cultural context and a commitment to sustained engagement. The appropriate tools depend on the question, community and setting.
Observation, interviews, focus groups, surveys, participatory activities, cultural artefact analysis and visual documentation can be combined to reveal different dimensions of the experience.
Put the method to work
Study behaviour and activities in natural settings through structured or open-ended observation.
Gather direct accounts through structured, semi-structured or unstructured conversations.
Bring people together to explore collective perspectives, group dynamics and cultural norms.
Collect information from a broader sample to extend the perspective available to the research.
Invite people to co-create activities, tools and interpretations, particularly when voices are underrepresented.
Examine objects, clothing, artwork and tools for evidence of meaning, values and behaviour.
Document activities and context visually to support later analysis and interpretation.
Why it matters
Understand how people experience a situation rather than relying only on what is reported.
See how customs, relationships, environments and history influence behaviour.
Notice routines, workarounds and interactions that may not emerge through direct questioning alone.
Use evidence from the field to challenge assumptions and direct further investigation.
Continue exploring
Place this method back within the broader 5E Design Thinking Framework and continue developing your understanding.