Knowing what users say is a major asset, but observing them in the field lets you catch nuances they may not even realize themselves. Immersing yourself into the environment of a user gives you real life understanding of how your design will play out in the field.
This chapter of the UX Research Field Guide introduces field studies as a family of research methods, explaining some of the different types and what they are for.
Ethnography is a study through direct observation of users in their natural environment rather than in a lab.
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UX expert Laura Klein shows you what it takes to gather valuable input from customers, build something they’ll truly love, and reduce the time it takes to get your product to market.Open on Amazon