Ethnography 101Everything your granny didn’t tell you

So what type of ethnography am I hear to talk about and is it ‘proper’ ethnography?

Does corporate ethnography suck?

Sam Ladner - Ethnography Matter blog....

The real essence of ethnography is the study of culture. Therefore, much of private-sector ethnography is as banal. In its bland quest to “understand the consumer,” it reduces culture to mere consumerism.

>> ADVANCE

I would argue that practices have always been evolving to meet the needs of a changing world. If we go back to Bronislaw Malinowski, a Polish-born- British-naturalized anthropologist we can see that he challenged how ethnography was practiced in 1914.

http://ethnographymatters.net/2012/01/13/does-corporate-ethnography-suck-a-cultural-analysis-of-academic-critiques-of-private-sector-ethnography-part-1-of-2/

Does corporate ethnography suck?

The answer is Yes

Sam Ladner - Ethnography Matter blog....

The real essence of ethnography is the study of culture. Therefore, much of private-sector ethnography is as banal. In its bland quest to “understand the consumer,” it reduces culture to mere consumerism.

>> ADVANCE

I would argue that practices have always been evolving to meet the needs of a changing world. If we go back to Bronislaw Malinowski, a Polish-born- British-naturalized anthropologist we can see that he challenged how ethnography was practiced in 1914.

http://ethnographymatters.net/2012/01/13/does-corporate-ethnography-suck-a-cultural-analysis-of-academic-critiques-of-private-sector-ethnography-part-1-of-2/

Sam Ladner - Ethnography Matter blog....

The real essence of ethnography is the study of culture. Therefore, much of private-sector ethnography is as banal. In its bland quest to “understand the consumer,” it reduces culture to mere consumerism.

>> ADVANCE

I would argue that practices have always been evolving to meet the needs of a changing world. If we go back to Bronislaw Malinowski, a Polish-born- British-naturalized anthropologist we can see that he challenged how ethnography was practiced in 1914.

http://ethnographymatters.net/2012/01/13/does-corporate-ethnography-suck-a-cultural-analysis-of-academic-critiques-of-private-sector-ethnography-part-1-of-2/

Who’s your Daddy?

Bronislaw Malinowski

Video replacedVideo mentions how revolutionary it was for anthropologists to visit the cultures they were studying. They would stay at home and study other peoples’ facts. Now they would observe first hand. They were moving from the armchair to the veranda.

He worked in the Trobriand Islands, in Melanesia where he stayed for several years, studying the indigenous culture.

He is often referred to as the first researcher to bring anthropology "off the verandah", that is, experiencing the everyday life of his subjects along with them.

Even in those days looking at the present wasn’t seen as the remit of ‘serious’ anthropologists.

# Video 1 - RevolutionVideo mentions how revolutionary it was for anthropologists to visit the cultures they were studying. They would stay at home and study other peoples’ facts. Now they would observe first hand. They were moving from the armchair to the veranda.

Father if the 'real' deal. http://www.therai.org.uk/fs/film-sales/off-the-verandah-bronislaw-malinowski-1884-1942/

Bronislaw Malinowski

Video replacedVideo mentions how revolutionary it was for anthropologists to visit the cultures they were studying. They would stay at home and study other peoples’ facts. Now they would observe first hand. They were moving from the armchair to the veranda.

He worked in the Trobriand Islands, in Melanesia where he stayed for several years, studying the indigenous culture.

He is often referred to as the first researcher to bring anthropology "off the verandah", that is, experiencing the everyday life of his subjects along with them.

Even in those days looking at the present wasn’t seen as the remit of ‘serious’ anthropologists.

# Video 1 - RevolutionVideo mentions how revolutionary it was for anthropologists to visit the cultures they were studying. They would stay at home and study other peoples’ facts. Now they would observe first hand. They were moving from the armchair to the veranda.

Father if the 'real' deal. http://www.therai.org.uk/fs/film-sales/off-the-verandah-bronislaw-malinowski-1884-1942/

Corporate ethnography is present-oriented

Video replacedMalinowski wasn’t so interested in studying how things had evolved like his predecessors. What’s important is how things actually worked at the time it was being observed.

The rapid pace of contemporary corporate life clearly and reasonably demands shorter time horizons for any research project.

Academia is a past-oriented society, with its obsession with paying homage to past greats of the literature and constant “reviews” of what others have previously found.

# Video 2 Present orientedMalinowski wasn’t so interested in studying how things had evolved like his predecessors. What’s important is how things actually worked at the time it was being observed.

A culture can be present oriented, by focusing on what is immediately present.

At a click of a button you can access a huge amount of data about your potential customers. Why on earth would you delay your project with this additional research?

Video replacedMalinowski wasn’t so interested in studying how things had evolved like his predecessors. What’s important is how things actually worked at the time it was being observed.

The rapid pace of contemporary corporate life clearly and reasonably demands shorter time horizons for any research project.

Academia is a past-oriented society, with its obsession with paying homage to past greats of the literature and constant “reviews” of what others have previously found.

# Video 2 Present orientedMalinowski wasn’t so interested in studying how things had evolved like his predecessors. What’s important is how things actually worked at the time it was being observed.

A culture can be present oriented, by focusing on what is immediately present.

At a click of a button you can access a huge amount of data about your potential customers. Why on earth would you delay your project with this additional research?

Ethnography isa waste of time

Five case studies

Product manager in a company I recently worked for said “why ask people, what do they know. I’m the expert, not them!”

However the next example shows the dangers of only relying on what we think we know.

Stinky cat people“Engineers and MBAs are fantastic at solving problems, but they aren't any good at making sure it is the right problem." ~ Don Norman

Procter & Gamble, used habit insights to turn a failing product into one of its biggest sellers.

In the mid-1990s, P.& G.’s began a secret project to create a new product that could eradicate bad smells. P.& G. spent millions developing a colorless, cheap-to-manufacture liquid.

ad featured a woman worrying about her dog, Sophie, who always sits on the couch. “Sophie will always smell like Sophie,” she says, but with Febreze, “now my furniture doesn’t have to.”

Fabreeze was a dud.

The team conducted in-depth interviews to figure out what was going wrong, Stimson recalled. Their first inkling came when they visited a woman’s home outside Phoenix. The house was clean and organized. She was something of a neat freak, the woman explained. But when P.& G.’s scientists walked into her living room, where her nine cats spent most of their time, the scent was so overpowering that one of them gagged.According to Stimson, who led the Febreze team, a researcher asked the woman“What do you do about the cat smell?”

“No,” she said. “Isn’t it wonderful? They hardly smell at all!”

Even the strongest odors fade with constant exposure. That’s why Febreze was a failure. The product’s cue — the bad smells that were supposed to trigger daily use — was hidden from the people who needed it the most.

BreakthroughA breakthrough came when they visited a woman in a suburb near Scottsdale, Arizona, who was in her 40s with four children. Her house was clean; there were no pets or smokers. To the surprise of everyone, she loved Febreze.“I use it every day,” she said.“What smells are you trying to get rid of?” a researcher asked.“I don’t really use it for specific smells,” the woman said. “I use it for normal cleaning — a couple of sprays when I’m done in a room.”

The researchers followed her around as she tidied the house. In the bedroom, she made her bed, tightened the sheet’s corners, then sprayed the comforter with Febreze. In the living room, she vacuumed, picked up the children’s shoes, straightened the coffee table, then sprayed Febreze on the freshly cleaned carpet.“It’s nice, you know?” she said. “Spraying feels like a little mini celebration when I’m done with a room.” At the rate she was going, the team estimated, she would empty a bottle of Febreze every two weeks.

Stinky cat people“Engineers and MBAs are fantastic at solving problems, but they aren't any good at making sure it is the right problem." ~ Don Norman

Procter & Gamble, used habit insights to turn a failing product into one of its biggest sellers.

In the mid-1990s, P.& G.’s began a secret project to create a new product that could eradicate bad smells. P.& G. spent millions developing a colorless, cheap-to-manufacture liquid.

ad featured a woman worrying about her dog, Sophie, who always sits on the couch. “Sophie will always smell like Sophie,” she says, but with Febreze, “now my furniture doesn’t have to.”

Fabreeze was a dud.

The team conducted in-depth interviews to figure out what was going wrong, Stimson recalled. Their first inkling came when they visited a woman’s home outside Phoenix. The house was clean and organized. She was something of a neat freak, the woman explained. But when P.& G.’s scientists walked into her living room, where her nine cats spent most of their time, the scent was so overpowering that one of them gagged.According to Stimson, who led the Febreze team, a researcher asked the woman“What do you do about the cat smell?”

“No,” she said. “Isn’t it wonderful? They hardly smell at all!”

Even the strongest odors fade with constant exposure. That’s why Febreze was a failure. The product’s cue — the bad smells that were supposed to trigger daily use — was hidden from the people who needed it the most.

BreakthroughA breakthrough came when they visited a woman in a suburb near Scottsdale, Arizona, who was in her 40s with four children. Her house was clean; there were no pets or smokers. To the surprise of everyone, she loved Febreze.“I use it every day,” she said.“What smells are you trying to get rid of?” a researcher asked.“I don’t really use it for specific smells,” the woman said. “I use it for normal cleaning — a couple of sprays when I’m done in a room.”

The researchers followed her around as she tidied the house. In the bedroom, she made her bed, tightened the sheet’s corners, then sprayed the comforter with Febreze. In the living room, she vacuumed, picked up the children’s shoes, straightened the coffee table, then sprayed Febreze on the freshly cleaned carpet.“It’s nice, you know?” she said. “Spraying feels like a little mini celebration when I’m done with a room.” At the rate she was going, the team estimated, she would empty a bottle of Febreze every two weeks.

Stinky cat people“Engineers and MBAs are fantastic at solving problems, but they aren't any good at making sure it is the right problem." ~ Don Norman

Procter & Gamble, used habit insights to turn a failing product into one of its biggest sellers.

In the mid-1990s, P.& G.’s began a secret project to create a new product that could eradicate bad smells. P.& G. spent millions developing a colorless, cheap-to-manufacture liquid.

ad featured a woman worrying about her dog, Sophie, who always sits on the couch. “Sophie will always smell like Sophie,” she says, but with Febreze, “now my furniture doesn’t have to.”

Fabreeze was a dud.

The team conducted in-depth interviews to figure out what was going wrong, Stimson recalled. Their first inkling came when they visited a woman’s home outside Phoenix. The house was clean and organized. She was something of a neat freak, the woman explained. But when P.& G.’s scientists walked into her living room, where her nine cats spent most of their time, the scent was so overpowering that one of them gagged.According to Stimson, who led the Febreze team, a researcher asked the woman“What do you do about the cat smell?”

“No,” she said. “Isn’t it wonderful? They hardly smell at all!”

Even the strongest odors fade with constant exposure. That’s why Febreze was a failure. The product’s cue — the bad smells that were supposed to trigger daily use — was hidden from the people who needed it the most.

BreakthroughA breakthrough came when they visited a woman in a suburb near Scottsdale, Arizona, who was in her 40s with four children. Her house was clean; there were no pets or smokers. To the surprise of everyone, she loved Febreze.“I use it every day,” she said.“What smells are you trying to get rid of?” a researcher asked.“I don’t really use it for specific smells,” the woman said. “I use it for normal cleaning — a couple of sprays when I’m done in a room.”

The researchers followed her around as she tidied the house. In the bedroom, she made her bed, tightened the sheet’s corners, then sprayed the comforter with Febreze. In the living room, she vacuumed, picked up the children’s shoes, straightened the coffee table, then sprayed Febreze on the freshly cleaned carpet.“It’s nice, you know?” she said. “Spraying feels like a little mini celebration when I’m done with a room.” At the rate she was going, the team estimated, she would empty a bottle of Febreze every two weeks.

Stinky cat people“Engineers and MBAs are fantastic at solving problems, but they aren't any good at making sure it is the right problem." ~ Don Norman

Procter & Gamble, used habit insights to turn a failing product into one of its biggest sellers.

In the mid-1990s, P.& G.’s began a secret project to create a new product that could eradicate bad smells. P.& G. spent millions developing a colorless, cheap-to-manufacture liquid.

ad featured a woman worrying about her dog, Sophie, who always sits on the couch. “Sophie will always smell like Sophie,” she says, but with Febreze, “now my furniture doesn’t have to.”

Fabreeze was a dud.

The team conducted in-depth interviews to figure out what was going wrong, Stimson recalled. Their first inkling came when they visited a woman’s home outside Phoenix. The house was clean and organized. She was something of a neat freak, the woman explained. But when P.& G.’s scientists walked into her living room, where her nine cats spent most of their time, the scent was so overpowering that one of them gagged.According to Stimson, who led the Febreze team, a researcher asked the woman“What do you do about the cat smell?”

“No,” she said. “Isn’t it wonderful? They hardly smell at all!”

Even the strongest odors fade with constant exposure. That’s why Febreze was a failure. The product’s cue — the bad smells that were supposed to trigger daily use — was hidden from the people who needed it the most.

BreakthroughA breakthrough came when they visited a woman in a suburb near Scottsdale, Arizona, who was in her 40s with four children. Her house was clean; there were no pets or smokers. To the surprise of everyone, she loved Febreze.“I use it every day,” she said.“What smells are you trying to get rid of?” a researcher asked.“I don’t really use it for specific smells,” the woman said. “I use it for normal cleaning — a couple of sprays when I’m done in a room.”

The researchers followed her around as she tidied the house. In the bedroom, she made her bed, tightened the sheet’s corners, then sprayed the comforter with Febreze. In the living room, she vacuumed, picked up the children’s shoes, straightened the coffee table, then sprayed Febreze on the freshly cleaned carpet.“It’s nice, you know?” she said. “Spraying feels like a little mini celebration when I’m done with a room.” At the rate she was going, the team estimated, she would empty a bottle of Febreze every two weeks.

Stinky cat people“Engineers and MBAs are fantastic at solving problems, but they aren't any good at making sure it is the right problem." ~ Don Norman

Procter & Gamble, used habit insights to turn a failing product into one of its biggest sellers.

In the mid-1990s, P.& G.’s began a secret project to create a new product that could eradicate bad smells. P.& G. spent millions developing a colorless, cheap-to-manufacture liquid.

ad featured a woman worrying about her dog, Sophie, who always sits on the couch. “Sophie will always smell like Sophie,” she says, but with Febreze, “now my furniture doesn’t have to.”

Fabreeze was a dud.

The team conducted in-depth interviews to figure out what was going wrong, Stimson recalled. Their first inkling came when they visited a woman’s home outside Phoenix. The house was clean and organized. She was something of a neat freak, the woman explained. But when P.& G.’s scientists walked into her living room, where her nine cats spent most of their time, the scent was so overpowering that one of them gagged.According to Stimson, who led the Febreze team, a researcher asked the woman“What do you do about the cat smell?”

“No,” she said. “Isn’t it wonderful? They hardly smell at all!”

Even the strongest odors fade with constant exposure. That’s why Febreze was a failure. The product’s cue — the bad smells that were supposed to trigger daily use — was hidden from the people who needed it the most.

BreakthroughA breakthrough came when they visited a woman in a suburb near Scottsdale, Arizona, who was in her 40s with four children. Her house was clean; there were no pets or smokers. To the surprise of everyone, she loved Febreze.“I use it every day,” she said.“What smells are you trying to get rid of?” a researcher asked.“I don’t really use it for specific smells,” the woman said. “I use it for normal cleaning — a couple of sprays when I’m done in a room.”

The researchers followed her around as she tidied the house. In the bedroom, she made her bed, tightened the sheet’s corners, then sprayed the comforter with Febreze. In the living room, she vacuumed, picked up the children’s shoes, straightened the coffee table, then sprayed Febreze on the freshly cleaned carpet.“It’s nice, you know?” she said. “Spraying feels like a little mini celebration when I’m done with a room.” At the rate she was going, the team estimated, she would empty a bottle of Febreze every two weeks.

So what was going on?

So what was going on?

So what was going on?

AnalysisP.& G. had been trying to create a whole new habit with Febreze, but what they really needed to do was piggyback on habit loops that were already in place. The marketers needed to position Febreze as something that came at the end of the cleaning ritual, the reward, rather than as a whole new cleaning routine.

OutcomeAnd so Febreze, a product originally conceived as a revolutionary way to destroy odors, became an air freshener used once things are already clean.

A year later, the product brought in $230 million

Lesson: Ethnography ensures your product works in the real world

AnalysisWhen they got back to P.& G.’s headquarters, the researchers watched their videotapes again. Now they knew what to look for and saw their mistake in scene after scene.

P.& G. had been trying to create a whole new habit with Febreze, but what they really needed to do was piggyback on habit loops that were already in place. The marketers needed to position Febreze as something that came at the end of the cleaning ritual, the reward, rather than as a whole new cleaning routine.

OutcomeA year later, the product brought in $230 million

# Ethnography ensures your product works in the real world

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=1

AnalysisWhen they got back to P.& G.’s headquarters, the researchers watched their videotapes again. Now they knew what to look for and saw their mistake in scene after scene.

P.& G. had been trying to create a whole new habit with Febreze, but what they really needed to do was piggyback on habit loops that were already in place. The marketers needed to position Febreze as something that came at the end of the cleaning ritual, the reward, rather than as a whole new cleaning routine.

OutcomeA year later, the product brought in $230 million

# Ethnography ensures your product works in the real world

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=1

AnalysisWhen they got back to P.& G.’s headquarters, the researchers watched their videotapes again. Now they knew what to look for and saw their mistake in scene after scene.

P.& G. had been trying to create a whole new habit with Febreze, but what they really needed to do was piggyback on habit loops that were already in place. The marketers needed to position Febreze as something that came at the end of the cleaning ritual, the reward, rather than as a whole new cleaning routine.

OutcomeA year later, the product brought in $230 million

# Ethnography ensures your product works in the real world

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=1

AnalysisWhen they got back to P.& G.’s headquarters, the researchers watched their videotapes again. Now they knew what to look for and saw their mistake in scene after scene.

P.& G. had been trying to create a whole new habit with Febreze, but what they really needed to do was piggyback on habit loops that were already in place. The marketers needed to position Febreze as something that came at the end of the cleaning ritual, the reward, rather than as a whole new cleaning routine.

OutcomeA year later, the product brought in $230 million

# Ethnography ensures your product works in the real world

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=1

When the Thomson Directory went into battle with the ubiquitous Yellow Pages in the UK they wanted a point of difference – and to become the ‘most reached for’ directory over their competitor…

By visiting people’s homes they saw only the Yellow Pages next to the phone, but in drawers, under stairs, propping up computer monitors etc. They noticed people stacked smaller books on top of  larger books.

Thomson used this insight to their advantage, producing a smaller book so it would be on top, and the first directory people grabbed.

- thanks to Nick Bowmast

# Ethnography generates opportunities

Less or moreWhen the Thomson Directory went into battle with the ubiquitous Yellow Pages in the UK they wanted a point of difference – and to become the ‘most reached for’ directory over their competitor…

By visiting people’s homes they saw only the Yellow Pages next to the phone, but in drawers, under stairs, propping up computer monitors etc. They noticed people stacked smaller books on top of  larger books.

Thomson used this insight to their advantage, producing a smaller book so it would be on top, and the first directory people grabbed.

- thanks to Nick Bowmast

# Ethnography generates opportunities

Shabby chicIn 2000, the United States forged its current economic relationship with China by permanently granting it most-favored-nation trade status and, eventually, helping the country enter the World Trade Organization.

There is a long list of missteps, Home Depot, for example, overestimated the desire for D.I.Y. home projects and high-end materials in a country with an unbelievably cheap labor force and a thriving black market. Kodak learned it couldn’t forever dump its unsold film on a consumer base looking to make their first cameras digital ones. The Gap had to learn that a thriving middle class does not want to dress shabby-chic.

http://www.nytimes.com/2012/01/29/magazine/come-on-china-buy-our-stuff.html?_r=3

Sky BroadbandBroadband anecdote.

Engineers said people would systematically unpack 1-2-3

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

People’ don’t do things sequentiallyThere are 2 tasks - 1 wired installation- 2 - Account activationMicrofilters and phone splitters mixed upMental models - What is a Sky box, and a Sky broadband box?Delivery assumes activation

90 metres of paper filled with findings!

Sky's broadband proposition led to frustrations and missed opportunities, eroded brand equity and created overheads in higher marketing and customer services costs to sustain the experience.

The investigation modeled how people intended to meet their expectations of a broadband installation with Sky's solution, common pain points and positive moments reveal themselves quickly.

Stakeholders review intent models to see how the current design solution fits the customers' experience. This inspires fresh thinking in how to adapt the current solution and provides ideas to invent something new.

By iterating new concepts we gradually validated what worked and what failed. Co-creation develops buy-in as we built higher quality prototypes scaling up to alpha and beta tests with 200 and then 50,000 customers.

The new solution specifically caters for the behaviours of customers knowing where they run into difficulty whilst augmenting things our research found they liked (a more personal, informal experience):

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How I've delivered really great design & ROI

Executing a solution isn't only what's "do-able" technically or through engineering, a new solution will impact human resources and the business model supporting it may need to evolve.

1,088,308 fewer inbound calls a year.

If average cost per call is £5 this is an annual saving of

£5,441,540

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The foundation of all our design work was our insights from the ethnography. It was easy to make decisions, think of new ideas and substantiate our approach to others at Sky.

After launch...1,088,308 fewer

inbound calls a year.

Estimated annual saving of £5.44 million

1,088,308 fewer inbound calls a year.If average cost per call is £5 this is an annual saving of £5,441,540

Benefits recap# Reveals opportunities# Ensures your product is routed in the context of the real world# Saves you money

Simon’s rules for ethnographers*

Simon’s rules for ethnographers*

*Warning - may contain nuts

#1 Get yourself a hypotheses

Research without theory is not research at all, but merely “asking people things” or “noticing things.” We must situate your questions within established theories in order to cohere our results.

Two forms of enquiry; open (grounded theory) and hypothesis-based enquiry.

#2 Be open to everything

Video replacedSo much of what you can observe of native life is boring and dull, just because you initially don’t know what is going on. To begin with Malinowski was in the same position.

Einstein: “If we knew what we were doing, it wouldn’t be research.”

# Video 3 Be openSo much of what you can observe of native life is boring and dull, just because you initially don’t know what is going on. To begin with Malinowski was in the same position.

Research without theory is not research at all, but merely “asking people things” or “noticing things.” We must situate your questions within established theories in order to cohere our results.

Two forms of enquiry; open (grounded theory) and hypothesis-based enquiry.

Video replacedSo much of what you can observe of native life is boring and dull, just because you initially don’t know what is going on. To begin with Malinowski was in the same position.

Einstein: “If we knew what we were doing, it wouldn’t be research.”

# Video 3 Be openSo much of what you can observe of native life is boring and dull, just because you initially don’t know what is going on. To begin with Malinowski was in the same position.

Research without theory is not research at all, but merely “asking people things” or “noticing things.” We must situate your questions within established theories in order to cohere our results.

Two forms of enquiry; open (grounded theory) and hypothesis-based enquiry.

#3 Get stuck inHe stated that the goal of the anthropologist, or ethnographer, is "to grasp the native's point of view, his relation to life, to realize his vision of his world"

In it he coined the phrase ‘Participant observation’.

A key principle of the method is that one may not merely observe, but must find a role within the group observed from which to participate in some manner.

# Video 4 - Participant observationMalinowski soon realised that he wasn’t getting a ful picture of village life from his Veranda. He wasn’t taking part in their daily lives. He realised to do this he needed to come down off the veranda and actually go and live with the natives. This style of field work, speaking the language fluently, living with the community, keeping detailed daily notes, came to be called participant observation.

http://en.wikipedia.org/wiki/Bronisław_Malinowski

He stated that the goal of the anthropologist, or ethnographer, is "to grasp the native's point of view, his relation to life, to realize his vision of his world"

In it he coined the phrase ‘Participant observation’.

A key principle of the method is that one may not merely observe, but must find a role within the group observed from which to participate in some manner.

# Video 4 - Participant observationMalinowski soon realised that he wasn’t getting a ful picture of village life from his Veranda. He wasn’t taking part in their daily lives. He realised to do this he needed to come down off the veranda and actually go and live with the natives. This style of field work, speaking the language fluently, living with the community, keeping detailed daily notes, came to be called participant observation.

http://en.wikipedia.org/wiki/Bronisław_Malinowski

Video replacedMalinowski soon realised that he wasn’t getting a ful picture of village life from his Veranda. He wasn’t taking part in their daily lives. He realised to do this he needed to come down off the veranda and actually go and live with the natives. This style of field work, speaking the language fluently, living with the community, keeping detailed daily notes, came to be called participant observation.

He stated that the goal of the anthropologist, or ethnographer, is "to grasp the native's point of view, his relation to life, to realize his vision of his world"

In it he coined the phrase ‘Participant observation’.

A key principle of the method is that one may not merely observe, but must find a role within the group observed from which to participate in some manner.

# Video 4 - Participant observationMalinowski soon realised that he wasn’t getting a ful picture of village life from his Veranda. He wasn’t taking part in their daily lives. He realised to do this he needed to come down off the veranda and actually go and live with the natives. This style of field work, speaking the language fluently, living with the community, keeping detailed daily notes, came to be called participant observation.

http://en.wikipedia.org/wiki/Bronisław_Malinowski

28 29

Ethnography: The Empathic Model

One of the

pioneers of

the Universal

Design

movement,

Dr. Patricia

Moore, is

professionally

associated

with Flamingo

International.

I experienced rejection, hatred and fear.

Dr. Patricia Moore is best known for conducting an intensive three-year study of the way our society treats its elders. At the age of 26 while studying Gerontology at Columbia University, Moore collaborated with a makeup artist to transform herself into the character of woman more than eighty years of age, with a range of health and socioeconomic status challenges. She utilized wigs, theatrical make-up, padding, and costuming to make her look the part. More importantly, a variety of prosthetics were employed to limit her physical capacity. Splinted legs and back, taped fingers, cloudy

glasses, and hearing limiters achieved the simulation of an elder woman’s experience encountering a world designed and built for younger, healthier individuals. This Empathic Model allowed Moore to be perceived as an elder by those around her, and provided her true access to other elders. The resultant interactions enabled Moore to develop unique insights into the challenges that elders face as consumers, far more effectively than traditional research methods had ever allowed. In her own words: “While I was in character, I traveled to more than 100 cities throughout the United States and Canada. I experienced, firsthand, the reaction of people who,

upon encountering an older woman, a physically challenged woman, chose either to support my presence or look the other way. I was shown kindness, friendship and love. And I experienced rejection, hatred and fear. I was attacked by a gang of young boys on an isolated city street, mugged, beaten and left for dead. The injuries I sustained have left me with permanent challenge and constant pain. When I reemerged from the study, once again a young woman, I was forever changed, both as a person and a professional.” Moore’s experience provides the means by which communities and corporations alike can benefit. Her rare understanding of elders and consumers of all

abilities has impacted the quality of global products and environments. Moore continues to expand the knowledge base and concerns for lifespan consumer needs by expanding the user-centered design research inspired by her Empathic Research Model.

Brian McMahonFlamingo New York

Call Brian McMahon at our NYC offices for more information on Dr. Moore and her

association with Flamingo International: +1 212-886-8300. Read the complete story of

this study in DISGUISED: A TRUE STORY by Pat Moore, available on Amazon.

Empathic design.

For three years, Dr. Moore traveled in the persona of an 80 year old, achieving the transformation with complicated prosthetics that simulated the sensory and appearance changes of ageing.

#4 Dress downDon’t turn up in a suit or anything formal. This is all about being one of them.

In developing countries, you might need to reverse this rule!

#4 Dress downDon’t turn up in a suit or anything formal. This is all about being one of them.

In developing countries, you might need to reverse this rule!

#5 Blend inPlay down your role.

Carry absolutely no air of importance “I’m just there to take notes and perhaps ask a few questions”

Try to maintain a distance and position that lets you slip out of the participant’s viewpoint (so they can forget you are there)

# Video 5 - Native’s point of view

#5 Blend inPlay down your role.

Carry absolutely no air of importance “I’m just there to take notes and perhaps ask a few questions”

Try to maintain a distance and position that lets you slip out of the participant’s viewpoint (so they can forget you are there)

# Video 5 - Native’s point of view

#5 Blend inPlay down your role.

Carry absolutely no air of importance “I’m just there to take notes and perhaps ask a few questions”

Try to maintain a distance and position that lets you slip out of the participant’s viewpoint (so they can forget you are there)

# Video 5 - Native’s point of view

#6 Don’t mention designers

Try not to mention design or designers.

You don’t want participants to alter what they say to impress or second guess who will be using the information.

This is about minimising the Hawthorne affect. http://en.wikipedia.org/wiki/Hawthorne_effect

#7 Watch your language

Make minimal and only neutral comments like “I see”  … as opposed to “good” when acknowledging comments.

Keep questions open.

After every statement a user makes, ask the question 'why?'

Don't ask compound questions.

#8 Off the recordUsing the 'off the record' post-session questions often helps to elicit people's real feelings on the matter. Just before you leave and it seems that the session is over, and your leaving, ask the participant in a conspiratorial tone of voice what they really thought of the thing you were testing. You often get get the most insights then.

#9 Downplay the techPlay down any techy kit. The more visible it, the more it diverts people’s attention.

#9 Downplay the techPlay down any techy kit. The more visible it, the more it diverts people’s attention.

#9 Downplay the techPlay down any techy kit. The more visible it, the more it diverts people’s attention.

#9 Downplay the techPlay down any techy kit. The more visible it, the more it diverts people’s attention.

Gadgets

Video kitKodak Z8iBatteries - 1.5 hours each32GB SD cardSeinheiser microphone

Video kitKodak Z8iBatteries - 1.5 hours each32GB SD cardSeinheiser microphone

Polaroid PoGo

Penultamate - More/real stylus

Livescribe PulsepenGood for field notes3D soundOnline archiving - good for sharingHandwriting recognition -search for terms400 hours

Livescribe PulsepenGood for field notes3D soundOnline archiving - good for sharingHandwriting recognition -search for terms400 hours

Livescribe PulsepenGood for field notes3D soundOnline archiving - good for sharingHandwriting recognition -search for terms400 hours

Livescribe PulsepenGood for field notes3D soundOnline archiving - good for sharingHandwriting recognition -search for terms400 hours

Livescribe PulsepenGood for field notes3D soundOnline archiving - good for sharingHandwriting recognition -search for terms400 hours

Livescribe PulsepenGood for field notes3D soundOnline archiving - good for sharingHandwriting recognition -search for terms400 hours

Analogue backup

4pen accent palladium - model L495MoleskinFaber and Castell - eMotion

Freeky iPhone gadgets

Freeky iPhone gadgets

Get some juice

Equib power striphttp://www.eubiq.com/

Equib power striphttp://www.eubiq.com/

Equib power striphttp://www.eubiq.com/

APPS and Software

iMovie 11

Keywords

Convert that suckerElgato turbo 264 HD

Brilliant for getting anything into a format iMovie can use

Great for exporting from iMovie to other formats

Highlighthttp://cohdoo.com/highlight.php

Highlighthttp://cohdoo.com/highlight.php

Highlighthttp://cohdoo.com/highlight.php

Lifelapsehttp://lifelapse.com/

Lifelapsehttp://lifelapse.com/

Lifelapsehttp://lifelapse.com/

Lifelapsehttp://lifelapse.com/

Lifelapsehttp://lifelapse.com/

Lifelapsehttp://lifelapse.com/

Lifelapsehttp://lifelapse.com/

Mr Tappy

Mr Tappy

Video replacedA Native’s point of viewThe last words are reserved for Bronislaw Malinowski. He stated that the goal of the anthropologist (ethnographer), is “to grasp the native’s point of view, his relation to life, to realise his vision of his world.”

# Video 5 - Native’s point of viewThe last words aer reserved for Bronislaw Malinowski. He stated that the goal of the anthropologist (ethnographer), is “to grasp the native’s point of view, his relation to life, to realise his vision of his world.”

Lots more @ squaxor.posterous.com

Learn more at...

http://squaxor.posterous.com/project-methodologyhttp://squaxor.posterous.com/simons-list-of-ux-techniques-im-trying-to-imphttp://squaxor.posterous.com/2-methods-of-research-analysis