Glossary

Ethnography is a research method in the social sciences that aims to provide a detailed description and interpretation of human behavior, culture, and social practices in a particular community or group.

This method usually involves careful observation, participation, and recording of conversations, activities, and interactions in the community under study. In doing so, researchers strive to understand the perspectives of participants and document their experiences and opinions. Ethnography can help answer a variety of questions related to social phenomena and human behavior, such as:

1. How are cultural practices and traditions transmitted in a community?

2. How do people interact with each other in different social contexts?

3. How are decisions made in groups?

4. How are conflicts resolved and compromises found?

5. How do social structures and institutions influence people’s behavior and experiences?

6. How does the behavior and culture of a community change over time?

7. How do external factors such as economics, politics, or technology influence the behavior and culture of a community?

8. How are products used and for what purpose?

Overall, ethnography provides a powerful method for understanding the complex and diverse human experiences and behaviors in different communities.

Eye tracking technology is one of the implicit measurement techniques. It involves tracking a person’s eye movements to determine where they look and for how long while viewing advertisements or packaging.