Blog post

Ethnographies: Capturing real behaviours as they happen

Two researchers conducting an in-home ethnography with a young man wearing a VR headset

In market research, we spend a lot of time asking people to tell us how they act in particular situations, what they think, and what they prefer. Often these questions are posed in the somewhat artificial environment of an interview or a focus group. Ethnographic research aims to find out how people really behave, as opposed to how they say they behave by observing them in more natural settings – i.e. less “tell us what you do” and more “show us what you do”.

At FieldworkHub, ethnographic research is an important way in which we help clients understand not just what decisions are made, but how and why they happen in the moment. When designed and executed well, ethnographies can reveal insights that no survey or discussion group ever will.

This blog explores what ethnographic research really involves, how it is applied in practice, and what it takes to deliver it successfully in complex, real-world environments.

What is ethnography, and how has it evolved?

Traditionally, ethnographic research involved researchers spending extended periods of time observing people in their natural environments: homes, workplaces, shops, clinics etc. The emphasis was on context, routines, and unspoken behaviours.

This approach remains powerful, particularly when understanding workflows and processes, physical interactions with products or equipment, and environmental constraints. However, traditional ethnographic research in the workplace has become increasingly difficult to organise due to concerns about health and safety, workplace security and commercial confidentiality.

Fortunately, the almost universal adoption of smartphones has made digital ethnographies a viable alternative to traditional ethnographies. They may be the only practical approach for B2B ethnographic research but they are also very convenient for consumer research. Digital tools such as mobile diaries, video walkthroughs, photo uploads, screen recordings and self-capture tasks allow observation to happen remotely, asynchronously, and over longer periods of time.

B2B ethnographies at FieldworkHub

As part of our B2B research offering, FieldworkHub regularly supports digital ethnography projects to collect information on topics such as:

In one project, we recruited technical professionals working in industrial settings for digital ethnographies. The goal was to understand how equipment was actually used day to day, versus how it was designed to be used. Through a combination of moderator-led online questioning and participant-recorded video diaries, the research uncovered:

workarounds that had become standard practice
safety behaviours driven by time pressure rather than training
environmental factors that influenced product wear and misuse

These insights were subsequently used to assist with product redesign and training materials.

Recruitment and consent: getting the foundations right

The success of ethnographic research depends to a large extent on recruitment quality and consent management. Ethnographic research often involves: private environments, sensitive settings, detailed video or photographic data. When setting up ethnography projects, we therefore focus on:

providing a clear explanation of what participation involves
gaining explicit consent for observation, recording and data use
confirmation of location access permissions
verification that participants are appropriate and authorised to take part

Cultural considerations in multi-market ethnography

Ethnographic behaviour is deeply shaped by culture. What feels “normal” in one market may be unusual or unacceptable in another.

FieldworkHub routinely supports ethnographic research across multiple countries, which means managing:

cultural norms around privacy and filming
differences in communication styles
local working practices
language nuance in self-recorded content

Consistency in design combined with flexibility in execution is essential for a successful outcome.

Final thoughts

Ethnographic research is not about watching for the sake of watching. It is about understanding behaviour in context, uncovering unspoken needs, and seeing what traditional methods miss. When done well, it bridges the gap between what people say and what they do.

The team at FieldworkHub support ethnographic research that is thoughtful, ethical, and operationally robust. If you are considering an ethnography project and want a partner who understands the realities of fieldwork on the ground, we would be happy to help. Contact us today for more information.