Focus groups don’t have the depth, the color, or the human touch of ethnography. Doing the interview in places where people feel at home is important. To observe our participants and “the thing under study” in a natural environment is so important, as is not having the constraints of a focus group, like time limitations and the lack of privacy. Focus groups give you the opportunity to hear what people say they are doing, while ethnography gives you the opportunity to see what people are actually doing!
Why not just use a focus group?
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