Aipmm ethnography

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Presentation/workshop for AIPMM, 2010. How ethnography fits into the product management process.

Transcript of Aipmm ethnography

  • 1. Ethnography: From Intelligence to Insights to Action

2.

  • What is ethnography:
    • The term ethnography is used fairly loosely these daysand expectations and final outcomes vary as much as the people calling themselves ethnographers.
    • Ethnography is more than a variety of methods, it is a way of approaching knowledge and understanding the world.
    • Before deciding to use an ethnographic approach,it is imperative to know what to expect.

3.

  • What is ethnography:
    • It meets people where the action occurs
    • It is inductive
      • Does not go into the field with answers running
    • It is focused on systems, practices, and beliefs
    • It is systematic
    • It is best when it is exploratory

4.

  • What is ethnography:
    • Everything is data
      • Focused for business objectives
      • Best done in teams
    • Uses culture and shared knowledgeas the center of investigation

5.

  • Culture
    • Is often not conscious
    • Is constantly changing/evolves over time
    • Is Material
    • Is Normative
    • Is the Social Construction of Reality
      • Cultural relativity
      • What to do with cleaning teeth,what to do with the dead

6. Ethnographic methods 7.

  • Ethnographic methods
    • A core ethnographic technique is participant-observation,
    • where the researcher participates in and observes the behavior under examination.
      • Observe
      • Interview
      • Interact
    • Ethnographic research turns more traditional market researchon its head, by treating the participant as the expert on thetopic of interest.

8.

  • Ethnographic methods
    • The goal of ethnography should be understanding:
      • Unmet needs
      • Product usage and modification
      • A product category
      • The culture around a particular thing, activity, idea
      • How people interact or move through a space
      • The process people go through to choose a service or product
      • How things and contexts are connected and influence
      • each other

9.

  • Ethnographic methods
    • Sampling people and contexts
    • Finding the range of contexts where X happens
    • What is the unit of analysis?
    • How many is enough?
      • Remembering that the goal is not means-based statistical testing
      • Statistical versus Practical significance

10.

  • What to expect with an ethnographic research project
    • Ethnography provides a vivid, real-world way of lookingat a problem or opportunity.
    • Ethnography applies social and cultural understandingto the topic.
    • The more strategic and exploratory the research question,the more likely that ethnography will be a good fit.
      • Ethnography is really effective at uncovering new insights and ideas that can be used to further strategic goals.

11.

  • What to expect with an ethnographic research project
    • Ethnography is not the panacea, there are certain research questions/goals that make for a nice fit and others that do not.
    • An experienced ethnographic researcher will guide the businessin presenting results and help them communicate the knowledge throughout the company.
    • An experienced ethnographer will work with a client to turninsights into action.

12.

  • What to ask your ethnographer
    • Much of what is being referred to as ethnographic research is
    • not really ethnography.Following are a number of questions
    • every ethnographer should be able to answer:
    • Is my project a good fit for ethnography?
      • Your ethnographic provider should be able to suggest the
      • best methodology for your project, whether ethnography
      • or something else, based on your business objectives,
      • timeline and budget.

13.

  • What to ask your ethnographer
    • Do ethnographers have a discussion guidelike focus group moderators?
      • Yes, they create a fieldguide to help frame thebusiness need.However, each ethnographer hasa different style of inquiry, and will not repeatverbatim what is in the fieldguide. The fieldguide isa tool for the ethnographer, not a questionnaire.
    • What is the ethnographic analysis process?
      • Ethnographers should be able to explain anddescribe their analytical process and this descriptionshould include a reference to social and culturaltheory.It should also involve an iterative process ofdata collection and examination.

14.

  • What to ask your ethnographer
    • How can I be sure I can use the results from ethnographicresearch to support decision-making?
      • A good ethnographic research provider will workwith you to plan a research project that is designedaround your business objective. A good ethnographer understands the difference between interesting andactionable findings.