Ethenographic research

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Ethenographic research

  1. 1. Ethnographic Research <br />Shyamala Prayaga<br />
  2. 2. Agenda<br />Definition – Ethnography Research<br />Why Ethnography ?<br />Benefits of Ethnography Research <br />Ethnography Research Steps<br />
  3. 3. What is Ethnography?<br />Ethnography is the study of people in their natural environments <br />Relies on social research methods such as observations and interviews in &apos;the field&apos;. <br />Uses concept of culture as lens to interpret results<br />
  4. 4. Why Ethnography?<br />Helps to uncover, interpret, and understand the consumer point-of-view<br />Avoids assumptions<br />Helps in building a successful product, design and user experience<br />
  5. 5. Benefits<br />Ethnography is a tool for better design.<br />
  6. 6. Benefits<br />Ethnography helps to create more compelling solutions<br />
  7. 7. Benefits<br /> Ethnography enables us to create for the global marketplace<br />
  8. 8. Benefits<br />Ethnographyhelps in identifying barriers<br />
  9. 9. Ethnographic Research Steps<br />Define the problem<br />Find the people<br />Plan an Approach<br />Collect Data<br />
  10. 10. Ethnographic Research Steps contd…<br />Analyze data and interpret opportunities<br />Share insights<br />
  11. 11. Questions?<br />

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