Explaining ethnography

Ethnographic research is a qualitative method that sits between research and anthropology in which researchers observe – and sometimes interact – with your target users and customers in their real-life environment. In this article, we explore the benefits and pitfalls of this immersive methodology.

Avoiding selection bias

Selection bias is a term used when a pool of research participants, or their subsequent data, is not representative of the target population you are analysing. A variety of simple mistakes can cause selection bias in social research and, unfortunately, this error occurs more often in projects than one would expect.