Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Summer 2020

42 QRCA VIEWS SUMMER 2020 www.qrca.org The problem is, in India, you can’t be a “fly on the wall” in participants’ homes. The whole family will be present, and you will be treated as an honored guest. If you come with a videographer and foreign clients, the neighbors will probably be there, too! Not only that, in most families, the man of the house will answer the researcher’s questions first, even though he has never done laundry in his life! Piyul and Pia came up with an ingenious way to get around these problems. Instead of doing a typical ethnography project, they contacted the families, gave the husband a web-enabled video camera, and told him that they would like him to be W henever the topic of conducting research across different countries comes up, I think of a story I heard about conduct- ing research in India, from my colleagues Piyul Mukherjee and Pia Mollback-Verbic. Their client was conducting ethnographic research around the world to learn how people do their laundry. They would go to people’s homes along with a videographer, watch them doing their laundry, and discuss the topic with participants as they worked. Of course, they would tell participants to “pretend they weren’t there” and just do their laundry as they normally would. n TOOLBOX n Conduct Better Multinational Research by Accounting for Cultural Differences

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