If you wanna know how they really feel, meet them where they’re comfortable talking. And, if you wanna understand how they do it, tag along with a careful eye.
It ain’t rocket science. It’s ethnography.
Ethnographic research explores personal experience and cultural phenomena from the perspective of the people to whom the experience belongs. Interviews and observational research conducted in homes, at workplaces, and on ride-alongs capture the messiness of people’s lives—and yields data that’s up to the task of helping you understand them.