Carrying out an analysis of English language needs for an oil company very quickly involved consideration of a complex of other factors. Language needs had to be set against, and seen partially in terms of, wider institutional needs, curriculum implementational factors, including resource and syllabus possibilities, and even wider social factors. The analysis of needs was thus integrated with a broader analysis of means for the whole process of realising a programme of language training. One major factor which had to considered was the expertise required by the trainers who would implement the programme. This paper explores the role of ethnography in carrying out the holistic research necessary to obtain as clear a picture as possible within a short period of time.
