What is Ethnographic Research?

Ethnographic research is a research method that’s used to study people and cultures in their natural environment. It’s a method used here at PBA in our various Intercultural Studies programs, where you can use ethnographic research to better understand cultures and the context in which the individuals behave within a culture. 

During this program, you’ll learn about the following key features of ethnographic research:

• Immersion: Spending extended time within the setting being studies

• Observation: Taking notes and watching behaviours and interactions

• Participant Observation: This is where the research may take part in the activities while still observing

• Interview: This is where the researcher will attempt to further understand perspectives
• Description: This is essentially the report phase. The research will take the information they’ve received and produce a rich, detailed account of social life.

It’s commonly used in fields like anthropology, sociology, education, market research, and user experience. It’s helpful for uncovering cultural and behavioural practices and processes.

For example, a researcher may live in a remote village for a year to understand social rituals, or a UX designer may research how people use a new app in their everyday life.

Ethnographic studies are typically research projects that use ethnographic methods. These can be anything from studying migrant communities to workplace cultures to online communities. It’s important that during any ethnographic study, the researcher has a strong understanding of cultural intelligence and intercultural dialogue.

This is typically when communication occurs between people of different cultural backgrounds to develop an understanding. It can also be used to reduce conflict and build trust. An ethnographic researcher will need to have a strong sense of intercultural dialogue in order to carry out their ethnographic research. 

Researching will typically cultivate this skill through practices like active listening, asking questions with curiosity, getting involved in multi-cultural events, creating safe spaces for discussion and much more. 

If you’re in the process of working through an Intercultural Studies program with PBA, then you may need to conduct ethnographic research at some point during your studies. We’ve lined out the typical steps to conducting an ethnographic research study to help you start. 

Step 1: Identify the problem or question

First you’ll want to define what it is that you want to understand. Are you trying to learn more about behaviours and cultural practices? Or do you want a fuller picture of a lived experience?

Step 2: Identify the space and participants being studied

Choose a community or group when your problem or question commonly occurs. 

This could be anywhere from a workplace to a school, neighborhood, household, online community, or cultural group. 

Step 3:  Access the group and develop trust

Ethnography requires trust. It’s important to build this by: 

• Identifying blockers and key authorities within the group
• Getting permission
• Explaining your role and what you’re doing
• Build a relationship with the participants

Step 4: Collect field data

This is where the core of ethnography comes in. You’ll typically watch and sometimes participate in everyday activities, write detailed accounts of what you observe, conduct interviews (both scheduled and spontaneous), collect materials that can be observed and documented (with permission), and record your own thoughts throughout the process. 

Step 5: Organize the data and Interpret your findings

This can sometimes be done during the last step. You’ll transcribe interviews, organize data to identify themes and patterns, and compare your observations across all situations to develop insights about:

• Cultural norms
• Social structures
• Practices and routines
• And other information that is important

You may also verify your interpretations by sharing your findings with your participants, using peer review, or continuing to collect data throughout an extended period of time. 

Step 6: Write your report!

From here you’ll put all of your findings into a structured report that will detail descriptions, describe quotes and scenes of your experiences, explain cultural patterns, and provide theoretical insights.