In this presentation, I will tap into my experience in both academic and business sector in applying ethnography in service and business design. I will introduce the background of the methodology, how it fits in the service design context and what are the current problems in the industry.
NICE TO MEET YOU!
Anna has a PhD in Digital Culture research,
and a Master’s in Cultural Anthropology.
She specialises in applying anthropological
insight in service, business and UX design.
ANNA HAVERINEN /
Background: Memoria Virtualis
– death and mourning rituals in
online environments (PhD,
University of Turku, 2014)
In service design context ethnography
is often stated as “a method”. It’s not.
It’s a collection of methods and a
specific way to deliver insights.
Ethnography is a complex method
for wicked problems.
THE ICEBERG OF INSIGHTS
Spoken and written content
“The nitty gritty”
“It would appear that everything the
ethnographer turns his or her hand to is
(2014 | Hau: Journal of Ethnographic #eory 4 (1): 383–395 385 That’s enough about ethnography ethnographic.)
Anthropologies of cultures are always
constructions of anthropologists (Geertz 1975)
They are never pure objective mirrors
of the culture in question.
The key word is interpretation.
WHAT IF SOME SERVICE
ARE NOT ETHNOGRAPHY AT
leaves room for
has a theoretical
frame and a
interview is open and
is formed through
Thick data Applied data
How the interpretation has been made?
How can we ensure that it is valid?
That it is ethical? That it is the right kind of insight?
• Burns (1994) indicates that reliability is based on two assumptions:
• External reliability: The study can be repeated by using the same
procedures of the original research.
• Internal reliability: Other researcher can have consistent interpretation by
using the same procedures.
• The accurate replication of ethnography is very difficult to achieve because an
event in natural setting cannot be reproduced.
IS IT VALID?
THERE IS ALWAYS BIAS.
IT DEPENDS HOW YOU
LEGO & RED
‘The Moment of Clarity, Using the human sciences to solve your toughest business problems’, by
Christian Madsbjerg and Mikkel Rasmussen, Harvard Business Review Press
Could you show us the
most valuable object you
• Group interviews at the service design/
• Random online surfing and browsing
websites (“onlin ethnography)
• Street surveys
• Statistical research
• Spending an hour with the interviewee
• Requires the designer to be in the field
of study, doing e.g. observations in real
• Provides a rich data material and
complex insight delivery
• Requires elaborate tools for
• Provides opportunities to involve
informants in the research process
ETHNOGRAPHY IS A
COMPLEX METHOD FOR