Design Research and Ethnographic Observation

Ethnography means to go physically into a social field and to observe people in their natural behavior. The Sociologist James Spradley says, ethnography is about “what people do, what people know, and the things people make and use“. It’s is not a “strict” method as they are used in natural sciences. Ethnography is an abductive, reflexive process, which brings up new knowledge. It has a huge potential in design research.

10th February 2015 | NID National Institute of Design Ahmedabad/India