152 CHAPTER 6 Global user research methods 6.2.5 Analysis Analysis and presentation of ethnographic data are challenging, but the results are usually well worth the effort. Although it is easy to sim- ply present data in descriptive reports, ethnography's real power lies in its ability to go beyond simple descriptions and to find patterns of behavior. Ethnographic reports should highlight gaps both between the way companies believe their technology is used and the way in which it is actually used and between the way technology works and the way informants actually want or need it to work. Based on these observations, the report can make suggestions on how to fill those gaps. Ethnographic results can be presented in a number of ways, including posters, videos, photo collages, storyboards, user pro- files, and personas. These means of data presentation are well suited for ethnographic research because they do what good informants are supposed to do ­ tell meaningful stories about real situations. 6.2.6 Conclusion Ethnographic research is well suited for identifying issues that other research methods cannot. By entering the field with an open mind and open research protocols, you can gain insights you had never before considered. Ethnographic research is particularly useful when conducting global research because you often do not know what kind of issues could be found in countries with which you are unfamiliar. When conducting ethnographic research outside your own country, it is recommended to use local partners in the study. This not only solves language issues but also ensures that subtle cultural clues will be noticed. 6.3 FOCUS GROUPS Written by Mercedes Sanchez 6.3.1 Introduction Focus groups, which basically consist of groups of people brought together to discuss opinions, issues, and concerns about something, are among the most well-known qualitative research methods and have been in use for many years. Although most frequently linked to market research and advertising, focus groups can in fact be a powerful tool to discover user needs, goals, feelings, attitudes, preferences, initial reactions, and desires from specific target audiences. Focus groups can be held before, during, or after the product or site development, but