Why not just use a focus group?
Focus groups don t cut the mustard they don t have the depth, the color, and the humanist touch of ethnography. Doing the interview in places where people feel at home is important. To observe our participants in real life and the thing-under-study in real life is so important. And not having the constraints of a focus group is important: the lack of privacy, the time limitations, and the dead environment: those cold, cold walls. Focus groups give you the opportunity to hear what people say they are doing, ethnography gives you the opportunity to hear what people say they are doing and see what people are actually doing!
