One of the wonderful things about qualitative market research is that there are so many methodologies that you can choose to use for a project. Just like when thinking about the research location, the Respondent demographic, and other items related to the study, you must make sure the methodology you are using will get the responses to your study purpose that will help your Client understand their gotta-gotta.
Ethnography research is a peek into Respondents’ lives that you cannot fully capture and understand by having them come into a facility or conducting an IDI. Ethnography allows qualitative researchers to uncover deeper elements of Respondents’ lives. Seeing and having them explain how they use a piece of technology, how they store items, how they prepare a meal, or how they clean something is quite different in their element than it would be in a mock setting or research facility. This is the beauty of ethnography!
What you need to remember when going into someone else’s space: you are their guest. The dynamics are different when you go to them vs them coming to you in a research facility, store location, or other setting used to conduct research. You do not know what you are walking into when you go into someone’s home, their office, their farm, etc. Still, ethnography can be a great tool to see into the world of the Respondent. By following the tips below, you can get the most out of your ethnographic session.
Tip 1: Be on time. Just as you want your Respondents to be on time for you, make sure you are on time for them. I understand this could sound like a no brainer, but things do happen that can make you late. Plan, leave early, and if something can go wrong, account for it. It’s always better to be prepared than to have to explain tardiness.
Tip 2: When you enter someone’s space, check your bias at the door. This is where empathy kicks in. They may or may not live like you. They may or may not keep their space like you do. More than likely, they will not be exactly like you. Rather than judging, keep a listening ear and an open heart!
Tip 3: For your protection, as well as your Respondent, it is best practice to have someone else with you. Whether it is a videographer, a Client member, a notetaker, etc., this allows you not to be by yourself nor your Respondent to be by themself. Typically, when conducting ethnographic research, we take along a videographer, a notetaker, and one team member from the Client side. We would never go into an ethnographic interview alone, nor would we suggest doing one alone regardless of your gender. Your Client’s budget will determine who you can have with you on the project. RIVA suggests no more than four people (ex. Moderator, Videographer, Note-taker, 1 Client.)
Tip 4: Make sure you let someone else on your team know your research schedule. Check in with them before and after each interview. A quick, “we are pulling up” or “we are all done” is all that is needed.
Tip 5: It is good to send the recruiter an email after each interview to let them know it has finished. This is also the time to let them know if anything unexpected happened as it relates to recruiting. With technology at our fingertips doing this right after the interview will take it off your plate and it won’t be one more thing that needs to be done once all the interviews are done.
Tip 6: Remember to use unconditional positive regard (UPR). This means if the respondent is staying on point regarding your questions during the ethnography interview and are respectful, it’s our job to hear everything they have to say about the topic.
Tip 7: Be prepared. Have enough guides, worksheets, a clock/timer, pen/pencils/markers, extension cord (for video), scrap paper/notepaper for the Respondent to use, an additional audio recorder, batteries, a phone charger, snacks, water, etc. You don’t have the benefit of a facility to ask for something that is needed. Think again about what you might need and have it!
Tip 8: In RIVA’s experience when going into someone else’s space, especially someone’s home, the respondent will offer you something to drink or eat. Our “rule” is to not accept any food or drink from the Respondent. Thank them politely and let them know you have come prepared with a drink and are good with food. If they insist you take something with you, you can but RIVA advises not to eat or drink anything from someone you don’t know.
So, just like picking the “right” dessert to fit your craving, picking the “right” methodology is critical to your research study. Keep the tips above in mind to help ensure when you go into someone else’s space to conduct an ethnographic interview, these things you should do will help this part of the study run smoothly.
Written by: Amber Tedesco, CEO of RIVA