Ethnography: The Comeback Kid in research and evaluation
4-minute read
You can find the tl;dr at the end
A welcome return
Today, let's dive into a topic that we are seeing starting to make waves in the world of research and evaluation: ethnography.
Now, I know what you're thinking. Ethno-what? Don't worry, I've got you covered. Ethnography is a method of studying and understanding cultures, people, and communities through direct observation and interaction. It's like being a fly on the wall, but with a purpose!
So, why should we be using ethnography in research and evaluation? Well, let me tell you a little story. Once upon a time, ethnography was all the rage. Researchers and evaluators recognised its power to uncover the intricate details of human behaviour, social norms, and the underlying meanings that shape our lives. It was like a secret window into the soul of a community, giving us insights that no other method could provide.
But then, something strange happened. Ethnography dropped out of favour. It got pushed aside in favour of quantitative methods, surveys, and statistical analyses. People started craving numbers and figures, thinking that these held all the answers. They believed that data alone could unlock the mysteries of the human experience. Oh, how wrong they were!
Fear not! Ethnography is making a comeback, and it's stronger than ever.
One-size-fits-all doesn't work in equity, diversity and inclusion
Why, you ask? Well, for starters, it brings a human touch back to research and evaluation. It reminds us that behind every data point, there's a person with a story, emotions, and unique experiences. With funders wanting to know the ‘real’ impact of a service or intervention, ethnography provides the rich stories behind these numbers and impacts. Ethnography allows us to listen, observe, and truly understand the complexities of human behaviour in its natural context.
Another reason for its resurgence is the recognition that not everything can be quantified. Some phenomena are subtle, nuanced, and deeply rooted in culture and context. Ethnography helps us capture those intangibles. It helps us explore the “why” and “how” behind the numbers, providing a holistic understanding of the social dynamics at play.
Moreover, ethnography embraces diversity and inclusivity. It values local knowledge and the voices of marginalised communities. It recognises that a one-size-fits-all approach doesn't work when it comes to understanding human behaviour. By immersing ourselves in different cultures and contexts, we gain a deeper appreciation for the rich tapestry of humanity.
Ethnography […] helps us explore the “why” and “how” behind the numbers,
providing a holistic understanding of the social dynamics at play.
It doesn’t have to be time intensive
Now, you might be wondering how ethnography is making this incredible comeback. Well, it's all thanks to technological advancements and a shifting mindset. With the rise of digital tools and social media, researchers can connect with people from all walks of life, transcending geographical boundaries. This allows for virtual ethnography, where researchers can observe and interact remotely, opening up new possibilities for exploration. Ethnography gets a bad rap for being too time and resource intensive – but this is where digital and rapid ethnography comes into play. At Habitus, we recently conducted a project that used rapid ethnography to understand barriers to services for Disabled people. We used a hybrid model meaning that we were able to engage people online as well as in person – something the Disabled community and their carers were happy to have offered. The beauty of ethnography is that you can adapt it to meet your organisational and project needs, as well as the needs of the participants.
Additionally, there's a growing recognition that data alone isn't enough. Organisations and policymakers are realising the importance of qualitative insights to inform decision-making. They understand that a well-rounded approach, combining quantitative and qualitative methods, leads to more meaningful and effective outcomes.
So, my friends, let's welcome ethnography back with open arms. Let's celebrate its power to reveal the hidden narratives, uncover cultural nuances, and challenge our assumptions. Let's remember that behind every data point, there's a story waiting to be told. Ethnography is the comeback kid in research and evaluation, and it's here to stay.
There's a growing recognition that data alone isn't enough. Organisations and policymakers
are realising the importance of qualitative insights to inform decision-making.
tl;dr
Ethnography is making a comeback in research and evaluation.
It provides a human touch, capturing the intricacies of human behaviour.
It recognises that not everything can be quantified and in particular, values diversity and inclusivity.
Technological advancements enable virtual ethnography, transcending geographical boundaries.
The shifting mindsets of funders and government acknowledges the need for qualitative insights alongside quantitative data.
Ethnography is back, revealing hidden narratives and challenging assumptions. It can be incredibly helpful in research that centres on more marginalised and unheard groups. Embrace its power to understand the beauty of human complexity.
Should I use ethnography in my next project?
Ethnography is a versatile and powerful research method that can be applied to various research and evaluation contexts, but it does have limitations in certain areas.
Here’s a helpful table to help you decide if it’s right for you.
Now you know what it is and where it works best, use it as your next methodology in your research or evaluation project.
At Habitus, we have helped develop, design and carry out insightful community ethnography research projects for local authorities and charities. Find out how we can help your organisation do likewise and for other types of support we offer by clicking the button below.
We are accomplished in peer research, co-production, action-based and anti-oppressive research and evaluation. We are experts in helping organisations to engage wider community participation in their projects so that their work is more inclusive and impactful. Through this approach we are dedicated to increasing lived experience leadership.