I get asked this question quite a bit.
When diving into Human-Centered Design (HCD) or Design Thinking, you’re bound to bump into a phase often referred to as Ethnography.
Though you might have come across this term before, typically in the context of social sciences, it’s Anthropology that has traditionally embraced Ethnography. Here, it’s not just a methodology, but a unique approach to conducting research.
Think of Ethnography as a versatile toolkit. It stretches far beyond traditional data-gathering methods like surveys, enabling researchers to immerse themselves in the lives of the people they’re studying. This approach can be blended with a variety of research techniques, including desk research, trend analysis, remote interviews, and benchmarking, just to name a few.
Employing ethnographic tools means you’re not just observing; you’re actively engaging with and understanding the stakeholders integral to your project. You dive deep into their needs, obstacles, perspectives, and lifestyles.
In doing so, you gain profound insights into your stakeholders, and by extension, the impact you aim to achieve. Ethnography enriches your understanding, guiding you towards actionable strategies for meaningful change.
However, mastery of this toolkit requires experience. It’s about more than just deciding to use ethnography; it’s about exploring its nuances, applying it, refining your approach, and applying it again.
With each application, you peel away the surface-level assumptions, uncovering the deeper truths that lie beneath. This process starkly contrasts traditional methods of development, where solutions are often brainstormed in boardrooms, detached from the realities of those they aim to serve.
Sure, organizations might perform some desktop research, investigate websites for inspiration, or even conduct structured interviews. But without the depth offered by HCD and its ethnographic phase, the listening aspect often can remain superficial.
Ethnography within HCD provides a clearer understanding and a more effective pathway to implementing solutions. It encourages a shift from merely using it as a tool to embracing it as a foundational process, recognizing that the best insights come from those we’re designing for.
It’s about listening — truly listening — with open ears and an open heart. This is what sets HCD and its ethnographic phase apart.
In a world where genuine listening is becoming increasingly rare, ethnography stands out as an invaluable resource for any organization aiming to make a meaningful impact.
