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Ethnographic methods have been widely used for requirements elicitation purposes in systems design, especially when the focus is on understanding users? social, cultural and political contexts. Designing an on-line search engine for peer-reviewed papers could be a challenge considering the diversity of its end users coming from different educational and professional disciplines. This poster describes our exploration of academic research environments based on different in situ methods such as contextual interviews, diary-keeping, job-shadowing, etc. The data generated from these methods is analysed using a qualitative data analysis software and subsequently is used for developing personas that could be used as a requirements specification tool.