ChaiOne Insights: ethnography

Using Ethnographic Research in Business

5 minutes read


Trying to understand your customers and your business better? One tool you can use is ethnographic research, which allows an organization to learn about the user’s current experiences so that teams can figure out how to create an even better experience. Ethnography, which comes from sociology, is the process of reporting on what you’ve learned about people and cultures. It involves participant observation and intensive fieldwork. It’s important to know how users interact in a natural...

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