Online ethnography: a study of software developers and software development

Purpose – Qualitative research has made important contributions to social science by enabling researchers to engage with people and get an in-depth understanding of their views, beliefs and perceptions about social phenomena. With new and electronically mediated forms of human interaction (e.g. the online world), there are new opportunities for researchers to gather data and participate with or observe people in online groups. The purpose of this paper is to present features, challenges and possibilities for online ethnography as an innovative form of qualitative research. Design/methodology/approach – Ethnography is about telling a story about what happens in a particular setting or settings. In order to do this online, it is important to revisit, adopt and adapt some ideas about traditional (offline) ethnography. The paper distinguishes online ethnography from other types of research. It draws some generic features of online ethnography and identifies challenges for it. With these ideas in mind the paper presents and provides a reflection of an online ethnography of software developers. Findings – Online ethnography can provide valuable insights about social phenomena. The paper identifies generic features of this approach and a number of challenges related to its practice. These challenges have to do with to the choice of settings, use of online data for research, representation of people and generation of valuable and useful knowledge. The paper also highlights issues for future consideration in research and practice. Practical implications – The ethnography helped the researcher to identify and address a number of methodological challenges in practice and position herself in relation to relevant audiences she wanted to speak to. The paper also suggests different orientations to online ethnography. Lessons learned highlight potential contributions as well as further possibilities for qualitative research in the online world. Originality/value – Online ethnography offers possibilities to engage with a global audience of research subjects. For academics and practitioners the paper opens up possibilities to use online tools for research and it shows that the use of these tools can help overcome difficulties in access and interaction with people and to study a diversity of research topics, not only those that exist online. The paper offers guidance for researchers about where to start and how to proceed if they want to conduct online ethnography and generate useful and valuable knowledge in their area of interest.