Reference table
Ethnography vs user interviews vs usability testing
A side-by-side comparison of three qualitative methods: ethnographic research, user interviews and usability testing. It sets out where each happens, how long it takes, what kind of data it gives you, the question it answers and the product stage it suits. Use it to explain to a team why field observation finds latent needs that a short interview misses, and when an interview or a usability test is the better call.
Where this appears
What's in this reference table
| Ethnographic research | User interviews | Usability testing | |
|---|---|---|---|
| Setting | User's natural environment | Researcher's space or a call | Lab or moderated session |
| Duration | Hours to months | 30 to 90 minutes | 30 to 60 minutes |
| Data type | Observed behavior and context | Self-reported opinions | Task performance and spoken feedback |
| Core question | What do people actually do? | What do people think and feel? | Can people complete this task? |
| Ideal stage | Discovery, early generative | Exploratory or evaluative | Evaluative, before launch |
| Depth | Highest: reveals latent needs | Medium: surfaces stated needs | Medium: surfaces usability failures |
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<a href="https://www.koji.so/visuals/ethnography-vs-user-interviews-vs-usability-testing"><img src="https://www.koji.so/visuals/ethnography-vs-user-interviews-vs-usability-testing/ethnography-vs-user-interviews-vs-usability-testing.png" alt="Table comparing ethnographic research, user interviews and usability testing on setting, duration, data type, core question, ideal stage and depth." width="1200" height="827" /></a>
<p>Source: <a href="https://www.koji.so/visuals/ethnography-vs-user-interviews-vs-usability-testing">Ethnography vs user interviews vs usability testing</a>, Koji</p>
