Ethnographic Research for Design Innovation
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Transcript of Ethnographic Research for Design Innovation
Ethnographic Research for Design Innovation
CHI Atlanta, 25 March 2010
Paul Bryan | Usography Corporation
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Topics: What Is Ethnography When To Use Ethnography Ethnography Project Structure Data Collection Methods Data Analysis and Reporting
Audience Participation: Ethnography for Resort Guest System
Introduction
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Introduction
About Usography
Who: User research and design strategy agency
What: E-commerce, employee portals, web apps, information devices
Where: Wherever customers and employees go
For Whom:
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1) What Is Ethnography?
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Ethnography is observing behavior in natural settings
What is Ethnography?
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Observation is Powerful!
What is Ethnography?
"I was walking one day. I see a guy with … his pants on the ground. That's what gave me an inspiration.” General Larry Platt
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Observation is Powerful!
What is Ethnography?
1) Observation: Pants on the ground
2) Dig deeper: Gold in your mouth, hat turned sideways
3) Add perspective: Call yourself a cool cat Looking like a fool
4) Packaging and presentation: Song, American Idol
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Anthropological method for describing cultures
➔ Ethnography literally means “writing about people groups”
What is Ethnography?
➔ Formulated in the 1800’s as a method for studying “native” cultures
Bronislaw Malinowski with Trobriand Islanders in 1918
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Anthropological method for describing cultures
What is Ethnography?
➔ Applied to Market Research in the 1980’s
➔ Research conducted in a natural context: i.e. in the home, in a store, in an airport, in a work place
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Characteristics of ethnographic research:
1. Takes place “in the field”
What is Ethnography?
2. Observation is primary data collection technique 3. Interviews are used to clarify observations 4. Attention is paid to context and artifacts 5. Field notes coded and analyzed for themes and
variables
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What is Ethnography?
Usography Ethnographic Research project examples: National mobile carrier
➔ Location: Mobility retail outlets ➔ Target: How people shop for cell phones and carriers
Women’s clothing retailer ➔ Location: Department stores ➔ Target: How women shop for clothing
Financial services provider ➔ Location: In homes ➔ Target: How people manage their finances
International airline ➔ Location: In airports ➔ Target: Information usage of a mobile workforce
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2) When To Use Ethnography
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Ethnography produces fresh insights for design strategy
When To Use Ethnography
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Deciding when Ethnography is the right method
➔ Identify fundamental experience factors
When To Use Ethnography
➔ Innovate the mundane ➔ Operationalize key concepts ➔ Discover the unspeakable ➔ Plan cultural variations
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Aligning research methodology to design phase
When To Use Ethnography
Discovery Formulation Evaluation
Ethnography Depth Interviews Survey Formative Usability Evaluative Usability
Design solution does not exist Key concepts not well-defined
Design solution does exist Key variables can be measured
Initiation
Design Concept
Launch
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3) Ethnography Project Structure
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Applied Ethnography has well-defined objectives
Ethnography Project Structure
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Steps in an Ethnography project:
1. Determine the research question or focus
Ethnography Project Structure
2. Determine the research location and context 3. Determine the data capture methods 4. Design the data capture 5. Recruit participants 6. Obtain access to field
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Steps in an Ethnography project (cont’d):
7. Set up the tools and materials
Ethnography Project Structure
8. Conduct the research 9. Reduce the data to essential values 10. Code the data according to themes and sub-themes 11. Report findings and recommendations 12. Determine follow-up research
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4) Data Collection Methods
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Ethnography produces a feast of rich data
Data Collection Methods
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(Participant) Observation
➔ The “original” ethnographic research method
Data Collection Methods
➔ With or without video ➔ Coupled with informant debriefs
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Participant observation tips
➔ Focus on behaviors that reveal key design concepts
Data Collection Methods
➔ Capture cases at opposite ends of scale ➔ Look for the unseen behavioral scaffolding ➔ Be the foreigner ➔ Follow the golden rule
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Supplemental research methods include:
➔ Artifact analysis
Data Collection Methods
➔ Context mapping ➔ Participant diaries, collages, or photojournals ➔ Shop along ➔ Digital Ethnography (…Webnography?)
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Context Mapping Template:
Data Collection Methods
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5) Data Analysis and Reporting
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Ethnography results in actionable findings
Data Analysis and Reporting
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Steps in Ethnography data analysis and reporting:
➔ Review complete data set
Data Analysis and Reporting
➔ Text analysis and coding (Atlas.ti, nVivo) ➔ Themes and variables ➔ Mental, behavioral, experience model ➔ Findings and recommendations ➔ Design strategy, concept
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Audience Participation:
Plan an Ethnography study for hotel resort guest system
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Questions?