Ethnography	
  &	
  Research
Service	
  Jam	
  LA	
  |	
  March	
  8,	
  2014
Teresa	
  Derrick,	
  DLab
What	
  is	
  Ethnography?
The	
  study	
  of	
  people	
  and	
  their	
  cultures.	
  	
  Ethnographic	
  
research	
  i...
Why	
  do	
  Ethnography?
Uncover	
  unknowns
You’re	
  not	
  an	
  expert
The	
  customer	
  is	
  always	
  right	
  (t...
Why	
  empathize?
Empathy	
  and	
  understanding	
  drive	
  insights
Insights	
  drive	
  opportuni:es
Opportuni:es	
  d...
Collec:ng	
  data	
  in	
  the	
  field
Observe	
  users	
  in	
  their	
  
natural	
  environment
Interview	
  to	
  beKer...
Beginner’s	
  Mindset
In the beginner’s mind, there are many possibilities.
In the expert’s mind, there are few. —Shunryu
...
Observa:on	
  Tips
Suspend	
  any	
  preconceived	
  no:ons	
  or	
  beliefs	
  -­‐	
  beginner’s	
  mindset
Use	
  your	
...
What	
  do	
  you	
  see?
Ar:factsAr:facts
Don’t	
  assign	
  judgement,	
  just	
  document!
What	
  do	
  you	
  see?
Interac:onsInterac:ons
During	
  Synthesis,	
  you’ll	
  discuss	
  &	
  add	
  a	
  POV.
What	
  do	
  you	
  NOT	
  see?
Outlets?Outlets?
What	
  do	
  you	
  experience?
	
  	
  How	
  does	
  it...
	
  	
  	
  	
  smell?
	
  	
  	
  	
  feel?
	
  	
  	
  	
 ...
Talking	
  to	
  people
Introduce	
  yourself	
  and	
  the	
  research	
  you	
  are	
  
conduc:ng	
  -­‐	
  keep	
  it	
...
Ques:ons	
  to	
  explore
Goals	
  -­‐	
  what	
  are	
  they	
  trying	
  to	
  
accomplish?
Objects	
  -­‐	
  what	
  ob...
Discover	
  new	
  insights	
  to	
  validate	
  
your	
  ideas
Gain	
  an	
  understanding	
  of	
  
mo:va:ons	
  and	
  ...
Tips	
  while	
  out	
  in	
  the	
  field
Have	
  a	
  beginner’s	
  mindset	
  -­‐	
  leave	
  any	
  judgments	
  or	
  ...
Planning	
  for	
  field	
  work
Define	
  your	
  goals	
  -­‐	
  what	
  do	
  you	
  
want	
  to	
  understand?
Who	
  is...
PuNng	
  it	
  all	
  together
Create	
  your	
  plan	
  -­‐	
  who,	
  what,	
  when,	
  where,	
  and	
  why
Observe	
  ...
QuesFons?
Upcoming SlideShare
Loading in...5
×

Crash Course 2014: Ethnography & Research (Teresa Derrick, DLab)

475

Published on

Published in: Design
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
475
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
12
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Crash Course 2014: Ethnography & Research (Teresa Derrick, DLab)

  1. 1. Ethnography  &  Research Service  Jam  LA  |  March  8,  2014 Teresa  Derrick,  DLab
  2. 2. What  is  Ethnography? The  study  of  people  and  their  cultures.    Ethnographic   research  involves  observa:on  of  and  interac:ons  with  the   people  or  group  being  studied  in  the  group’s  own   environment.
  3. 3. Why  do  Ethnography? Uncover  unknowns You’re  not  an  expert The  customer  is  always  right  (their   experience  defines  the  service,   even  if  they’re  “doing  it  wrong”) Empathize  to  understand
  4. 4. Why  empathize? Empathy  and  understanding  drive  insights Insights  drive  opportuni:es Opportuni:es  drive  beKer  service  experiences BeKer  service  experiences  make  happy  customers
  5. 5. Collec:ng  data  in  the  field Observe  users  in  their   natural  environment Interview  to  beKer   understand  their  aNtudes,   beliefs,  values Par.cipate  through   interac:on
  6. 6. Beginner’s  Mindset In the beginner’s mind, there are many possibilities. In the expert’s mind, there are few. —Shunryu Suzuki
  7. 7. Observa:on  Tips Suspend  any  preconceived  no:ons  or  beliefs  -­‐  beginner’s  mindset Use  your  senses What  do  you  see/don’t  see?  (interac:ons,  ar:facts,  non-­‐ verbal  cues) What  do  you  hear?  (sounds,  language,  tone) Take  pictures! “What  people  say,  what  people  do,  and  what  they  say  they  do  are  en.rely  different  things...”  (Margaret  Mead)
  8. 8. What  do  you  see? Ar:factsAr:facts Don’t  assign  judgement,  just  document!
  9. 9. What  do  you  see? Interac:onsInterac:ons During  Synthesis,  you’ll  discuss  &  add  a  POV.
  10. 10. What  do  you  NOT  see? Outlets?Outlets?
  11. 11. What  do  you  experience?    How  does  it...        smell?        feel?        tone  of  people?        emo:ons?
  12. 12. Talking  to  people Introduce  yourself  and  the  research  you  are   conduc:ng  -­‐  keep  it  casual Ask  open-­‐ended  ques.ons  to  gain  a  deeper   understanding  of  what  you’re  observing  and  be  sure   to  probe  to  get  to  the  experiences  &  details: Example  ques:ons: What  is  your  goal  and  what  do  you  do  to   reach  that  goal? Tell  me  about  a  :me/experience  when... Be  curious! Don’t  worry  about  having  a  script  or  taking  notes  -­‐   focus  on  what  they  are  or  aren’t  saying  and  what   you’re  seeing
  13. 13. Ques:ons  to  explore Goals  -­‐  what  are  they  trying  to   accomplish? Objects  -­‐  what  objects  are  important,   how  are  they  used,  who  uses  them? Ac.vi.es/rou.nes  -­‐  what  are  the   series  of  acts  performed? People  involved  -­‐  what  are  their   roles? Environment/place  -­‐  what  places  are   used  for  different  ac:vi:es?
  14. 14. Discover  new  insights  to  validate   your  ideas Gain  an  understanding  of   mo:va:ons  and  behavior Insight  into  pain  points  &   opportuni:es Empathy  -­‐  understand  their   experiences,  mo:va:ons,  &   emo:ons Connec:ng  with  people
  15. 15. Tips  while  out  in  the  field Have  a  beginner’s  mindset  -­‐  leave  any  judgments  or  opinions  based  on  previous   experiences  behind   Break  up  into  small  groups  or  individually  -­‐  divide  and  conquer! Take  pictures  to  document  what  you  are  seeing  -­‐  a  picture  is  worth  a  thousand  words Look  for  verbal  and  non-­‐verbal  cues  to  gain  a  beKer  understanding  of  the  overall  big   picture Take  notes,  but  don’t  be  too  concerned  with  wri:ng  everything  down Talk  to  a  few  people,  if  possible  -­‐  the  more  people  you  can  talk  to  the  beKer! Be  up  front  and  honest  about  who  you  are  &  what  you’re  researching Ask  OPEN  ended  ques.ons  that  allow  people  to  tell  you  their  story.  
  16. 16. Planning  for  field  work Define  your  goals  -­‐  what  do  you   want  to  understand? Who  is  your  target? Where  will  you  go  to  find  them? What  are  some  ques:ons  you   might  ask?
  17. 17. PuNng  it  all  together Create  your  plan  -­‐  who,  what,  when,  where,  and  why Observe  -­‐  Use  your  senses Talk  -­‐  Uncover  experiences  &  details Par.cipate  -­‐  Be  an  ac:ve  par:cipant Document  -­‐  pictures,  notes,  ar:facts Analyze  -­‐  themes  &  paKerns
  18. 18. QuesFons?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×