Simple Ethnography

Purpose

Simple Ethnography sends participants into the field to observe real people in real contexts, replacing assumptions with first-hand observation. By watching how people actually behave (rather than what they say they do), groups surface unmet needs, workarounds, and opportunities invisible from a conference room. Use it when designing products, services, or processes and the group is relying too heavily on second-hand data.

At a glance

• Group size: 6–30 people
• Duration: 45 minutes (debrief; field observation is additional)
• Difficulty: Intermediate
• Facilitation style: Semi-structured
• Setting: Both (field + Indoor debrief)

How to run

1. Prepare observers (10 min): Teach the basics: observe without intervening, note behaviours and environment, capture verbatim quotes, sketch physical layouts, resist premature interpretation.
2. Field observation (variable, 20–60 min): Pairs or individuals go to the observation site and silently observe. Take notes on what people do, say, use, and how the environment is arranged.
3. Debrief — share observations (15 min): Back in the room, each observer shares their raw observations (facts only, no interpretations yet).
4. Pattern finding (10 min): As a group, cluster observations and identify patterns, surprises, and implications.
5. Design implications (10 min): Translate patterns into design questions or opportunities.

Materials needed

• Observation guide (printed)
• Notebooks and pens
• Camera (if permission granted)
• Flip chart for pattern clustering
• Timer

Pitfalls & common mistakes

• Interpreting instead of observing — enforce "what did you SEE?" not "what do you THINK?"
• Going to observe with a confirmation bias — look for surprises, not evidence for your existing hypothesis.
• Not obtaining permission from observed people or spaces — ethical observation is essential.

Inclusion & accessibility

• Pair less experienced observers with more experienced ones.
• For people with mobility constraints, conduct observation from a fixed position or use video.
• Ensure the observation site is accessible to all participants.

Variations

• Photo ethnography: Observers take photos instead of notes, then share a "photo story."
• Self-ethnography: Participants observe and document their own behaviour for a week.
• Virtual ethnography: Observe digital interactions (support tickets, forum posts, app usage).

When NOT to use this

Avoid Simple Ethnography when the target population cannot be observed ethically (sensitive medical, legal, or private contexts), or when time constraints make field work impossible.

Source & further reading

Developed by Henri Lipmanowicz and Keith McCandless as part of Liberating Structures. Draws on ethnographic research traditions. See liberatingstructures.com.