Ethnographic research describes UX research that is observational and done in-context.
Remote research may not provide as much value in certain projects. In those cases, ethnographic research allows UX researchers to fully understand what a user’s environment looks and feels like and can even take into account what other factors might impact their journey. Because research happens in-context, researchers get a better understanding of how users work that could be missed while remote.
Journey maps provide an understanding of the full life-cycle of your users’ experience, mapping both their non-digital and digital touch...