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As you plan your next observational research project and choose the right type for it to be successful, consider the following: Ethics of Observing.
On both ends of the spectrum (a fully detached or fully engaged observer), you face ethical considerations, as those being observed aren’t aware of it.
 BERNARD (1994) adds to this understanding, indicating that participant observation requires a certain amount of deception and impression management.
Most anthropologists, he notes, need to maintain a sense of objectivity through distance.
He suggests that ethnography is most effective when one observes the group being studied in settings that enable him/her to "explore the organized routines of behavior" (p.41).
FINE, in part, defines "peopled ethnography" as being based on extensive observation in the field, a labor-intensive activity that sometimes lasts for years.While it may seem like observation is as simple and uniform as watching and taking notes, there are some subtle differences that can affect the type of data you collect.The role the observer plays forms a continuum from completely removed to completely engaged with the participant.Observation is a key data collection technique for UX research.Observational research typically happens in the users’ home, workplace, or natural environment and not in a lab or controlled setting.For that reason, most observational research you’ll conduct falls somewhere in between. While observational research is typically associated with qualitative methods, you can still quantify the occurrences of behaviors or statements made by the participants to get an idea about the frequency of customer attitudes and actions.Improve the reliability and validity of your observations.Consider having multiple independent researchers observe and code their notes.Using multiple observers with differing perspectives (e.g.Participant observation is characterized by such actions as having an open, nonjudgmental attitude, being interested in learning more about others, being aware of the propensity for feeling culture shock and for making mistakes, the majority of which can be overcome, being a careful observer and a good listener, and being open to the unexpected in what is learned (De WALT & De WALT, 1998). FINE (2003) uses the term "peopled ethnography" to describe text that provides an understanding of the setting and that describes theoretical implications through the use of vignettes, based on field notes from observations, interviews, and products of the group members.