The Ethnographic Approach
Jeanette Blomberg, Mark Burrell, and Greg Guest

1. Introduction
2. The relevance of ethnography for design
3. The roots of ethnography
   • The historical context
   • Principles of ethnography
     • Natural Settings
     • Holistic
     • Situated
     • Members' point of view
   • The postmodern inflection
   • Ethical issues
4. Ethnographic methods
   • Field observations
     • Why observe?
     • The researcher's observational role
     • What to observe?
     • Structuring field observations
     • Connections between observations and interviews
   • Interviews
     • In situ Interviews
     • From structured to open ended interviews
     • Who to interview?
       • Sampling and generalization
     • Rules of thumb in interviewing
   • Self reporting techniques
     • Visual stories
     • Diaries
   • Remote date collection techniques and strategies
   • Artifact collection and analysis
   • Record keeping
     • Field notes
     • Audio and video recording
     • Still photos
   • Combining research methods
5. Communicating and applying the results of ethnographic analysis
   • Experience Models
   • Prototypes
   • Scenarios
   • Design representations as a resource of ethnographic theorizing
6. Relation to other qualitative approaches and perspectives
   • Participatory design
   • Contextual Inquiry
   • Ethnomethodology
   • Distributed Cognition
   • Activity Theory
7. Examples of where ethnographic research has made a difference for design.
8. Conclusion
9. References