Benefits of Ethnography


Applying research techniques from the social sciences, in particular from anthropology, has a number of tangible benefits. Benefits of ethnography include:

  1. Ethnography immerses the project team in participants’ lives and enables a relationship to develop with research participants over the period of study;
  2. Ethnography provides a rich source of visual data and helps to reveal unarticulated needs;
  3. Ethnography captures behaviour in the different contexts of everyday life;
  4. Ethnography places a human face on data through real-life stories that teams can relate to and remember;
  5. Ethnography provides understanding behind ‘statistics’;
  6. Ethnography allows emotional behaviour to be captured;
  7. By carrying out research in the everyday life environments of participants it helps to identify discrepancies between what people say they do and what they actually do.

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