Dream of a Qualitative User Researcher
In the past 4 years, I have worked with various agencies and honed my research skills. Working at agencies essentially means working with a diverse set of clients and solving complex problems in unique scenarios. This has not only helped me build a broad perspective, sharpen my analytical way of thinking but also allowed me to deep dive into topics that I’d never encountered before. In a short span of time, I have researched for a spectrum of client objectives. Ranging from understanding the evolution of dating and relationships in a millennial landscape to decoding the media habits of farmers in a rural landscape, I have been fortunate to interact with a diverse set of people. I have creatively utilized various research methodologies such as discovery workshops, contextual inquiries, mapping the users’ journeys, in-depth conversations to explore the usage, attitude and behavior of humans.
In the process I have enjoyed some projects and some not so much. However, if I had a choice to pick up a research project that I would like to work on, it would definitely involve an ethnographic research.
I am fascinated by ethnography and the depth that it brings to problem solving. Here are a few reasons why ethnography steals the show for me:
Attention to detail
The minutest of details about the user serves as data. From understanding the usage of a feature on a social media post to conversations in a chat window, attention to detail is an ethnographer’s best friend. This may include language, symbols, rituals and shared meanings in a given environment.
More observation less intervention
During ethnography, the researcher observes the user very closely and passively but doesn’t necessarily ask questions. This helps to make a note of those behaviors which the user is conditioned to doing without altering. I believe, observation is a far more powerful tool than asking direct questions during ethnographic research. A contextual conversation may be required but it is likely based on observations.
Empathy not bias
Ethnographic research is one of those tools that lets the researcher be in the shoes of a user. An empathetic research dives deeper than just analyzing the users’ journey for a task. It looks at the underlying motivations and the trend-setting behaviors, that can lead to successful strategies.
Demographics, Psychographics and Culture
Ethnography is a unique research tool that integrates the context of demographics, psychographics and cultural nuances of a users’ behavior. While some aspects of a users’ life may be influenced by his present social life, some may be rooted deeply into the culture where he originally belongs.
These according to me are only few reasons why ethnography as a research tool has expanded beyond academic purposes. While my research processes in the past have included some bits of ethnographic research, in future, I see myself conducting ethnographic research which helps decode the cultural complexities and deliver user centered insights to create impactful products and services.
