Ethnographic Methods for Experimental Design: Case Studies in Visual Search

Researchers at Sandia National Laboratories are integrating qualitative and quantitative methods from anthropology, human factors and cognitive psychology in the study of military and civilian intelligence analyst workflows in the United States’ national security community. Researchers who study human work processes often use qualitative theory and methods, including grounded theory, cognitive work analysis, and ethnography, to generate rich descriptive models of human behavior in context. In contrast, experimental psychologists typically do not receive training in qualitative induction, nor are they likely to practice ethnographic methods in their work, since experimental psychology tends to emphasize generalizability and quantitative hypothesis testing over qualitative description. However, qualitative frameworks and methods from anthropology, sociology, and human factors can play an important role in enhancing the ecological validity of experimental research designs.