the ethnographic study
The ethnographic study uses the method of participative observation.
When we want to observe the lifestyle, customs, practices and repetitive behaviors - we take part in them together with participants in the study. Thus, we can see closely how, when, with whom and why people proceed in a certain way. We can talk with them, ask questions and we can do with them actions that are part of the study. Direct experience highlights the shortcomings of products or services, and the aspects to be improved.