3.5 Ethnographic Observation

Guidelines

Preparation

• Understand organization policies and work culture.
• Familiarize yourself with the system and its history.
• Set initial goals and prepare questions.
• Gain access and permission to observe/interview.

Field Study

• Establish rapport with managers and users.
• Observe/interview users in their workplace and collect subjective/objective quantitative/qualitative data.
• Follow any leads that emerge from the visits.

Analysis

• Compile the collected data in numerical, textual, and multimedia databases.
• Quantify data and compile statistics.
• Reduce and interpret the data.
• Refine the goals and the process used.

Reporting

• Consider multiple audiences and goals.
• Prepare a report and present the findings.