This is a fascinatingly open reflection upon discovering ethnography for the first time and how it challenges one’s training in the ‘scientific method’:
In summary, this experience has been a fascinating one – a new world for me. I have been trained as a scientist. As a scientist, I have ideas about what scientific method is, and what evidence is. I now understand the value of the qualitative approach – hard for a scientist to say. Qualitative research opens a window to descriptive data and analysis. As our markets change, understanding who constitutes our market, and how users behave is more important than ever.
Categories: Rethinking The World