I have come to ask myself this question whilst composing my proposal and defining my methodology.
I am examining Phenomenology and Ethnography and whilst deciding which approach is more suitable (or if a mixed-method approach would work/ is possible), I also began to think if my work is objective or subjective and how the methodology would relate to this.
Phenomenology – the study of structures of consciousness as experienced from the first person POV (subjective approach). Purpose – to clarify / enlighten how people comprehend.
Objectivity (neutral) vs Subjectivity in social research.
In terms of my proposal, I am interested in lived experience, but I need to establish if that is an individual experience or a collective one. Lived experience is subjective, as is the construction of identity.
Identity relates to self / person / individual.
Ultimately, my proposal will be split, the report will be a more objective report of my findings whilst the visual aspect will be a subjective visualisation of my findings.
I have established that my work focus on the lived experience of a particular group (in this case Gen X and future demographics) so a combined methodology of both ethnography and phenomenology would be appropriate.