Glossary
Foviance's glossary contains definitions and explanations of many of the terms related to user experience, usability, accessibility and analytics.
Ethnography
Based on social anthropology techniques, ethnography involves observing participants in their natural settings, using their own technologies and languages.
It is used to develop a more detailed understanding of customer behaviour and identify meaningful patterns. By observing participants in their own home, we can form a holistic view of the entire process (e.g. ‘how do you shop?), rather than the completion of specific tasks (such as ‘buy this product’). This process can generate remarkable insights that would not occur through lab-based testing.
Ethnography is increasingly popular with organisations as they look for insights that can throw new light on established practices and help create competitive advantage.