How to Use Tablets for Digital Ethnography


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On Thursday, May 16, 2013 Survey Analytics CEO Andrew Jeavons presented an innovative way to conduct digital ethnography/ethnography studies using tablets. First there is an overview of the methodologies of ethnography and digital ethnography, followed by modern ways you can apply this research to leverage new insights. Learn about how this methodology can help you gain new insights for international development, and see live examples of how it has been applied by some of our clients. Using tablets and other mobile devices to conduct research will drastically reduce your overhead research project costs and allow you to gain an understanding of your target consumers in new cultures and communities.

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How to Use Tablets for Digital Ethnography

  1. 1. How to Use Tablets forDigital EthnographyMay 16, 2013Friday, May 17, 13
  2. 2. Webinar Agenda• Ethnography• Why Ethnography is Important• Digital Ethnography• Examples and Case Study• What/How CanYou Capture?• Analysis• Wrap Up and Q&A SessionGinaYeagleyDirector of MarketingSurvey AnalyticsAndrew JeavonsCEOSurvey Analyticswww.surveyanalytics.comFriday, May 17, 13
  3. 3. Ethnographywww.surveyanalytics.comFriday, May 17, 13
  4. 4. Ethnographywww.surveyanalytics.comEthnography is a qualitative research design aimed atexploring cultural phenomena. It represents the cultureof a people or a subgroup..What it meant by culture ? Anything..Amazonian Indian cultureClaude Levi-StraussEthnographers as participant observers...I hate traveling and explorersFriday, May 17, 13
  5. 5. Why is Ethnography Important?www.surveyanalytics.comQuantitative methods have limits. Not everythingcan fit in a cross tab or a t-test.Quantitative can’t easily explore things likeimagery or symbolism or the emergence offashions - of any formSome aspects of culture can be observed but notnecessarily measured.Friday, May 17, 13
  6. 6. Why is Ethnography Important?www.surveyanalytics.comDifferences in cultures internationally are things thatcannot always be quantitatively defined or measured.How people behave in situations can be hard toquantify but can be observed.Friday, May 17, 13
  7. 7. Digital Ethnographywww.surveyanalytics.comFriday, May 17, 13
  8. 8. Digital Ethnography Benefitswww.surveyanalytics.comDifferent forms of data can be capturedvery efficiently with technologyLess observer influenceScoring and Reliability TestsCapture cultural context more easily -behavior does not occur in a vacuum.Preserves behavioral environment.Friday, May 17, 13
  9. 9. Digital Equipment in“....ethnographers have takenfull advantage of technologicaldevelopments such as motionpictures and tape recordersto augment their writtenreports...”Encyclopedia Brittanica 2003.Means and devices...Why Use Tablets/Smartphones/Mobile Technology?Friday, May 17, 13
  10. 10. Example #1Observe and CapturePhotos andVideo ofHow People Interactwith Certain Shelvesand Displayswww.surveyanalytics.comFriday, May 17, 13
  11. 11. Example #2www.surveyanalytics.comHow Are People Celebrating the Super Bowl?Friday, May 17, 13
  12. 12. Example #2 Resultswww.surveyanalytics.comHow Are People Celebrating the Super Bowl?More People Watchedthe Game at HomeThan at a Bar or PubFriday, May 17, 13
  13. 13. Example #2 Resultswww.surveyanalytics.comHow Are People Celebrating the Super Bowl?Non Alcoholic DrinksWere Just as Prevalentas Liquor or BeerFriday, May 17, 13
  14. 14. Example #3www.surveyanalytics.comFriday, May 17, 13
  15. 15. Example # 3 Resultswww.surveyanalytics.comFriday, May 17, 13
  16. 16. Example #3 Resultswww.surveyanalytics.comFriday, May 17, 13
  17. 17. Challenges of Digital Ethnographywww.surveyanalytics.comIdentifying Objects, Brands and SimilaritiesHow CanYou Categorize the Data Collected?Friday, May 17, 13
  18. 18. Case Studywww.surveyanalytics.comA Major EuropeanUniversityAn Algorithm toCategorize the ImagesFriday, May 17, 13
  19. 19. An Easier Way to Observewww.surveyanalytics.comMore versatilityGet Results FasterAllows Better Interpretation and AnalysisFriday, May 17, 13
  20. 20. What Can Be Captured?www.surveyanalytics.comObservationsPhotos,Videos, SoundsLocation MappingFriday, May 17, 13
  21. 21. A suite of interconnectedand easy-to-use informationcollection and analysis tools,including online surveys,mobile data collection,advanced analytics and datavisualization.Survey Analytics OverviewFriday, May 17, 13
  22. 22. TextSome of Our Clientswww.surveyanalytics.comFriday, May 17, 13
  23. 23. Types of Questions To Usewww.surveyanalytics.comInformal Questions aboutDay to Day LifeCapturing Photos andVideoof ReactionsWhere AreYou Observing?(Map Locator)Friday, May 17, 13
  24. 24. Question Types Availablewww.surveyanalytics.comImage/Video/SoundFriday, May 17, 13
  25. 25. Question Types Availablewww.surveyanalytics.comAutomatic Location MappingFriday, May 17, 13
  26. 26. Analyzing The Captured Datawww.surveyanalytics.comSegmentYour Data (ByGender,Age, Location, etc.)Learn the Differences inEach Community/CultureExport and Share ResultsFriday, May 17, 13
  27. 27. What WillYou Gain?www.surveyanalytics.comCapture Cultural ContextAll Information Stored in One PlaceInternational Development Capabilities“Way Forward”Friday, May 17, 13
  28. 28. Questions?Friday, May 17, 13
  29. 29. THANKYOU FOR JOINING USPhone: 1(800) 326-5570E-mail: sales-team@surveyanalytics.comWebsite: www.surveyanalytics.comFriday, May 17, 13
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