A semi-recent Userfocus newsletter led me to this tweet thread by Sam Ladner and Jooyoung Lee, and instantly knew this ethnographic research encouragement was worth re-sharing (in this less efficient way — hey, this is my platform to use as I wish! → says me arguing with no one).

To understand more about the world and how people behave within it, you only need to start looking—it’s as simple as that.

Be curious and observe.

You don’t need to look further than where you already are.

How do your colleagues behave when passing each other in the hallway? When two people arrive at a ‘choke point’ going opposite directions, how do they move? How does the design of that narrow section influence social mannerisms in comparison to the wider stretches?

It’s hard to keep averting eye contact if doing so would cause you to bump into each other. Trust me, I try!

“I would if we were allowed out of the house!” I hear you cry (…so I’ve devolved to lying now? And not just that, but calling myself out about it? Cabin Fever is real, ya’ll).

At time of writing, we’re facing a global pandemic lockdown, but don’t let the absence of bus trips, cafe coffees, and maskless shopping get in the way of your ethnographic research proclivities! There’s still so much to learn!

What might be worth watching at home? And I don’t mean Drive to Survive on Netflix (but don’t skip on this either!).

How are your partners, flatmates, family, or neighbours going about their homebound, daily routines? What video conferencing design opportunities are becoming apparent after your dozenth call into the family chat or work meeting?

No people? No problem!

You’ve got yourself, and you always have!

Take note of every single thing you lift, touch, push, prod, shut, or turn over the course of your day, all the while asking the most beautiful three letter word, “Why?” Be your own ethnographic research participant!

I know you’re already chomping at the bit, else you wouldn’t be reading this far, so here are some starter prompts to get your nerd on!

• What steps did it take to get something to drink?

• What influenced your choice of liquid vessel?

• Why was this the drink of choice this time?

• Where else could you be getting that drink if your place was arranged differently? Would that have been more preferred than where you have to go now?

• What did you do after you finished the last sip?

This is ethnography for free. The only buy-in needed is a few minutes of attentive curiosity. No judgements or solutioning, only observations.

Let your eyes be opened to behaviours of the world and all the actions that go unnoticed. That’s where the product gold lies.