Etnographic test for evaluating user’s perception of a design
Show a design or a prototype to gain perceptions of people. Ask about other products that they use or other ways that they use to complete the task nowadays.
Know about real perceptions and need of people in their own context.
The correct script interview and the subjective analysis.
References describing the method
Observing the User Experience: A Practitioner’s Guide to User Research. Mental Models: Aligning Design Strategy with Human Behavior