Are design researchers doing ethnography or just using ethnographic methods? Ethnography is about critically analysing people, cultures, processes, dynamics and contexts to understand what’s happening and why it’s happening. This means that the stories and experiences we collect – the evidence or data, if you like – aren’t necessarily the stuff of ethnography. So are we actually even doing ethnography? I’ll talk about my experience doing ethnography in an academic context, including my year long fieldwork in Seychelles as part of my ongoing PhD work, and how I’ve seen, learnt about and experienced ethnography as a design researcher.