Simple Ethnography

When to use Simple Ethnography

Use Simple Ethnography when you need to gain a deeper understanding of user behaviors, identify unmet needs, or discover innovative solutions by observing people in their real-world context.

What it solves

Lack of user understanding, reliance on assumptions, failure to identify hidden needs.

How to run Simple Ethnography, step by step

1. Explain the problem and current understanding (5 min).
2. Identify observation sites and people to shadow (5 min).
3. Silently observe interactions and activities, recording details and reflections (10-180 min).
4. Identify novel behaviors and interview individuals about their feelings and actions (20-180 min).
5. Reconvene the group and use 1-2-4-All to compare notes and find patterns (15 min).
6. Write up observations or compose stories highlighting needs and opportunities (10-20 min).
7. Feed insights into brainstorming and prototyping efforts (10 min).

Materials needed

• Notebooks
• Cameras/Video recorders (optional)
• Permission to observe (if needed)
• 1-2-4-All structure

Facilitator tips

• Avoid adding interpretations too quickly; focus on objective observations.
• Encourage participants to look for irregular, intimate, and unpretentious details.
• Be prepared to repeat steps if initial observations don't yield powerful insights.

Common pitfalls

• Jumping to conclusions without sufficient evidence.
• Focusing on superficial details rather than underlying needs.
• Failing to obtain necessary permissions for observation.

Variations

• Use a storytelling template (e.g., the Hero's Journey) to structure observations.
• Ask participants to draw or build a model of the challenge.
• Include clients in the observations.

Running it online or hybrid

For remote ethnography, consider virtual shadowing using screen sharing or video recordings, followed by online interviews and collaborative analysis using tools like Miro or Mural.

What it produces

Detailed observation notes, interview transcripts, identified patterns and insights, potential solutions or prototypes.

Origin

Liberating Structure developed by Henri Lipmanowicz and Keith McCandless. Inspired by Chris McCarthy and ethnographers in the Innovation Learning Network. — source

Build a session around Simple Ethnography

METODIC places Simple Ethnography inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.

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