Ethnography is really a means to an end. It is a descriptive enterprise that leverages a tool kit of methods to capture an integrated portrait of a culture. These methods are often differentiated between qualitative and quantitative techniques.

Qualitative vs Quantitative

Qualitative research is characterized as using a small sample sixes and delving deeply into a particular topic. It is often seen as soft, sloppy, and statistically insignificant.

Quantitative research is viewed as robust, statistically significant, and more "scientific." It enables one to get a firm sense of how a limited domain is understood, by querying a large number of people.

In reality, the distinction between qualitative and quantitative research is less clear. Qualitative data can be quantified, and there is opportunity in qualitative research to gain contextual learning as well. And both qualitative and quantitative research can be executed well or poorly. Research is a craft that requires a long apprenticeship to execute with skill.

Naturalistic and experimental are better descriptors of the different research protocols available to gain insight.

Naturalistic vs Experimental

There is a trade off between capturing the complexity of natural milieus and using models to simplify the world and test specific ideas. Gaining true insight requires a combination of both. The toolbox of methods include:

Naturalistic Methods

• Unobtrusive Observation
• Reactive Observation
• Time Allocation Studies
• Participant Observation
• Structured/Unstructured Interviews
• Focus Groups
• Reflexive Videography

Experimental Methods

• Decision Tree-Modeling
• Pile Sorts
• Triad Tests
• Free Listings
• Scaling
• Gaming