Ethnography & Observational Research allows researchers to understand the culture and environment in which products are purchased, used, and evaluated. It helps to overcome some of the inaccuracies and omissions in self reported data on attitudes and behaviors. Ethnography and Observational Research is aimed at uncovering commentary from people in their work environment, while using a portable device, or as they perform everyday tasks. Observing and questioning people in their natural environment while they shop, work, communicate or play enables the research to be completed in the context of a real world setting and yields specific findings that might be missed by other research methodologies. When is ethnographic research the right solution? If you can’t duplicate how a person uses an interface or product in a controlled environment, an ethnographic study is the best way to capture key findings. Ethnographies are particularly helpful for understanding consumer behavior, usage patterns, purchase and decision-making processes.