Ethnography is a qualitative research method used primarily in anthropology and sociology to study and describe people, cultures, and social practices. It involves immersive fieldwork, where researchers observe and interact with a community or group over an extended period to gain deep insights into their daily lives, behaviors, beliefs, and social structures.
Key features of ethnography include:
- Participant Observation: Researchers engage with the community, often participating in activities while observing interactions.
- Interviews and Conversations: Ethnographers conduct informal and formal interviews to understand individuals’ perspectives.
- Field Notes and Documentation: Detailed notes, photographs, and recordings capture cultural and social dynamics.
- Thick Description: Coined by anthropologist Clifford Geertz, this approach emphasizes rich, contextual descriptions to convey meaning and significance.
Ethnographic research is widely used in social sciences, business, UX research, and public policy to understand human experiences in real-world contexts.