As a way to practice the art of observation that is a central skill needed in ethnographic research, your next assignment is to design and conduct observational research for your client challenge.
Identify a member of your target audience and arrange a time to spend time with him/her at a time when he/she most likely to use your brand. Observe as well as interview the participant in order to better understand their attitudes and behaviors as it relates to their use of your brand.
Take and submit notes of what you observe:
Describe the physical setting.
Describe the social environment and the way in which participants interacted within the setting (if applicable).
Describe the participants and their roles in the setting.
Describe, as best you can, the meaning of what was observed from the perspectives of the participants.
Record exact quotes or close approximations of comments that relate directly to the purpose of the study.
Bullet points are strongly encouraged as a format for the notes.
Rubric
Grading
Your assignment will be graded using the rubric below.
