How to Use Tablets for Digital Ethnography
May 16, 2013
Friday, May 17, 13
Webinar Agenda
• Ethnography
• Why Ethnography is Important
• Digital Ethnography
• Examples and Case Study
• What/How Can You Capture?
• Analysis
• Wrap Up and Q&A SessionGina Yeagley
Director of Marketing Survey Analytics
Andrew Jeavons CEO
Survey Analytics
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Ethnography
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Ethnography
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Ethnography is a qualitative research design aimed at exploring cultural phenomena. It represents the culture of a people or a subgroup.
.What it meant by culture ? Anything..
Amazonian Indian culture
Claude Levi-Strauss
Ethnographers as participant observers...
'I hate traveling and explorers'
Friday, May 17, 13
Why is Ethnography Important?
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Quantitative methods have limits. Not everything can fit in a cross tab or a t-test.
Quantitative can’t easily explore things like imagery or symbolism or the emergence of fashions - of any form
Some aspects of culture can be observed but not necessarily measured.
Friday, May 17, 13
Why is Ethnography Important?
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Differences in cultures internationally are things that cannot always be quantitatively defined or measured.
How people behave in situations can be hard to quantify but can be observed.
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Digital Ethnography
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Digital Ethnography Benefits
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Different forms of data can be captured very efficiently with technology
Less observer influence
Scoring and Reliability Tests
Capture cultural context more easily -behavior does not occur in a vacuum.
Preserves behavioral environment.
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Digital Equipment in Ethnography
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“....ethnographers have taken full advantage of technological developments such as motion pictures and tape recorders
to augment their written reports...”
Encyclopedia Brittanica 2003.
Means and devices...
Why Use Tablets/Smartphones/Mobile Technology?
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Example #1
Observe and Capture Photos and Video of How People Interact with Certain Shelves
and Displays
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Example #2
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How Are People Celebrating the Super Bowl?
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Example #2 Results
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How Are People Celebrating the Super Bowl?
More People Watched the Game at Home
Than at a Bar or Pub
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Example #2 Results
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How Are People Celebrating the Super Bowl?
Non Alcoholic Drinks Were Just as Prevalent
as Liquor or Beer
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Example #3
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Example # 3 Results
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Example #3 Results
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Challenges of Digital Ethnography
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Identifying Objects, Brands and SimilaritiesHow Can You Categorize the Data Collected?
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Case Study
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A Major European University
An Algorithm to Categorize the Images
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An Easier Way to Observe
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More versatilityGet Results Faster
Allows Better Interpretation and Analysis
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What Can Be Captured?
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ObservationsPhotos, Videos, Sounds
Location Mapping
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A suite of interconnected and easy-to-use information collection and analysis tools, including online surveys, mobile data collection, advanced analytics and data visualization.
Survey Analytics Overview
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Text
Some of Our Clients
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Types of Questions To Use
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Informal Questions about Day to Day Life
Capturing Photos and Video of Reactions
Where Are You Observing? (Map Locator)
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Question Types Available
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Image/Video/Sound
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Question Types Available
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Automatic Location Mapping
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Analyzing The Captured Data
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Segment Your Data (By Gender, Age, Location, etc.)
Learn the Differences in Each Community/Culture
Export and Share Results
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What Will You Gain?
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Capture Cultural ContextAll Information Stored in One Place
International Development Capabilities“Way Forward”
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Questions?
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THANK YOU FOR JOINING US
Phone: 1(800) 326-5570
E-mail: [email protected]
Website: www.surveyanalytics.com
Friday, May 17, 13
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