In ethnography

In ethnography, you immerse yourself in the target participants’ environment to understand the goals, cultures, challenges, motivations, and themes that emerge. Rather than relying on interviews or surveys, you experience the environment first hand, and sometimes as a “participant observer. “In a phenomenological study, you use a combination of methods, such as conducting interviews, reading documents, watching videos, or visiting places and events, to understand the meaning participants place on whatever’s being examined. You rely on the participants’ own perspectives to provide insight into their motivations. A phenomenological study looks to describe the essence of an activity or event; grounded theory looks to provide an explanation or theory behind the events. In grounded method, researchers use primarily interviews and existing documents to build a theory based on the data. Grounded theory can help inform design decisions by better understanding how a community of users currently use a product or perform tasks