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  • 1. Ethnography  &  Research Service  Jam  LA  |  March  8,  2014 Teresa  Derrick,  DLab
  • 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. 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. Why  empathize? Empathy  and  understanding  drive  insights Insights  drive  opportuni:es Opportuni:es  drive  beKer  service  experiences BeKer  service  experiences  make  happy  customers
  • 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. Beginner’s  Mindset In the beginner’s mind, there are many possibilities. In the expert’s mind, there are few. —Shunryu Suzuki
  • 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. What  do  you  see? Ar:factsAr:facts Don’t  assign  judgement,  just  document!
  • 9. What  do  you  see? Interac:onsInterac:ons During  Synthesis,  you’ll  discuss  &  add  a  POV.
  • 10. What  do  you  NOT  see? Outlets?Outlets?
  • 11. What  do  you  experience?    How  does  it...        smell?        feel?        tone  of  people?        emo:ons?
  • 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. 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. 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. 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. 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. 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. QuesFons?