In ethnography, the researcher blends in with the study group and spends a significant amount of time observing behaviours, spaces or artefacts and then analysing the materials. The researcher tries to be the less intrusive as possible so as to get privileged insights over a certain community or group. Ethnography techniques, associated with the field of anthropology, have gained prominence in the design world and are used to, amongst other things, understand the users, their interactions with each other or with specific products or services.

We use techniques such as participant observation, document or artefact analysis to understand the user in a specific context and draw insights to feed the design process so as to create solutions that seamlessly fit users’ lives.