There are many variations of observational research, both off-and online, but central to the ethnographic approach is the role of the observer. This role has to do with both the physical as well as the psychological or emotional distance between the observer and the observed, and can range from remote off-site observation to complete immersion and participation in the study activities.
Broadly speaking, the observer is conducting either nonparticipant or participant observation. In nonparticipant observation, the observer may be either off- or onsite; and, in participant observation, the observer may be passive, a participant-observer, or a complete participant. Importantly, the observer may switch roles in the course of a study, e.g., moving from an on-site nonparticipant observer to a passive observer, then a participant-observer, and then a complete participant. These five observer roles are depicted below.
As a nonparticipant, the observer is observing in an unobtrusive manner either remotely (off-site) or within the study environment (onsite). An off-site nonparticipant observation might be the study of an online community or forum without any Read Full Text
Observational research is “successful” to the extent that it satisfies the research objectives by capturing relevant events and participants along with the constructs of interest. Fortunately, there are two tools – the observation guide and the observation grid – that serve to keep the observer on track towards these objectives and generally facilitate the ethnographic data gathering process.
Not unlike the outlines interviewers and moderators use to help steer the course of their in-depth interviews and group discussions, the observation guide serves two important purposes: 1) It reminds the observer of the key points of observation as well as the topics of interest associated with each, and 2) It acts as the impetus for a reflexive exercise in which the observer can reflect on his/her own relationship and contribution to the observed at any moment in time (e.g., how the observer was affected by the observations). An observation guide is an important tool regardless of the observer’s role. For each of the five observer roles* – nonparticipant (off-site or on-site) and participant (passive, participant-observer, or complete) observation – the observation guide helps to maintain the observer’s focus while also giving the observer leeway to reflect on the particular context associated with each site.
As an adjunct to the observation guide, it is recommended that ethnographic researchers also utilize an observation grid. The grid is similar to the guide in that it helps remind the observer of the events and issues of most import; however, unlike the guide, the observation grid is a spreadsheet or log of sorts that enables the observer to actually record (and record their own reflections of) observable events in relationship to the constructs of interest. The grid might show, for instance, the relevant constructs or research issues as column headings and the specific foci of observation as rows. In an observational study of train travel, for example, the three key research issues related to activity at the train station might be: waiting for departures, delays in departures, and boarding; and the key areas of observation would pertain to behavior, conversations heard, and contextual information such as the weather and the general mood. Like the guide, the observation grid not only ensures that the principal issues and components are captured but also encourages the observer to reflect on each aspect of their observations and identify the particular ways the observer is influencing (or is being influenced by) the recorded observations.
With a lot of discussion about new methods of observation among qualitative researchers – in-the-moment mobile research and the like – it is terrific to witness an increasing appreciation of broader contexts. This perspective embraces the idea that individual behavior and thought are not so easily and singularly confined to any one moment in time. One could argue that it is because of this new-found obsession with observation that many researchers have come to discover – as if for the first time – the essential role that context plays in our qualitative studies. In this way, observational research – a method often bypassed for focus groups and other qualitative methods in the past – has led the research community into what is becoming a growing and healthy dialogue concerning the contextual nature of being human. Here are just four contributors to the dialogue that have recently come my attention:
An interview with Christian Madsbjerg at ReD Associates appears in the September 2014 issue of Marketing News – “What it Means to be Human” by Elisabeth A. Sullivan. In it, Madsbjerg asserts that “people are different from the way that we research them,” emphasizing the point that “the respondent is not a person” but rather “an ecology of people, a culture of people” Read Full Text