Interviewing Humans

1. “Going Deeper, Seeing Further…”
- A more competitive approach to design is through a more ethnographic method to find what consumers value most.
Design, Business, and Innovation Janel Santana

2. “Going Deeper, Seeing Further…”
- Our linear interpretations should fill a deeper gap that will sustain a long-term innovative advancement, seeking
what's significant.
Design, Business, and Innovation Janel Santana

3. “Going Deeper, Seeing Further…”
- Analogous cases help to approach innovation by revealing new insights, guiding us to rethink how we interpret things.
Design, Business, and Innovation Janel Santana

4. “Going Deeper, Seeing Further…”
- Corporate ethnographers use open-source interpretation to collaborate with other designers, business people,
innovators, consumers, and customers.
Design, Business, and Innovation Janel Santana

5. “Going Deeper, Seeing Further…”
- Corporate ethnographers will play a major role in helping companies understand complex human issues with their
engagement to understand the customers needs and desires.
Design, Business, and Innovation Janel Santana

6. Ethnographic Research, Woman’s Rugby Practice
Design, Business, and Innovation Janel Santana

7. Ethnographic Research, Woman’s Rugby Practice
Design, Business, and Innovation Janel Santana

8. Ethnographic Research, Woman’s Rugby Practice
Design, Business, and Innovation Janel Santana

9. Ethnographic Research, Woman’s Rugby Practice
Design, Business, and Innovation Janel Santana

10. Ethnographic Research, Woman’s Rugby Practice
Design, Business, and Innovation Janel Santana

11. Ethnographic Research Observations
• There was a lack of eagerness during warmup drills.
Design, Business, and Innovation Janel Santana

12. Ethnographic Research Observations
• One of the girls observed, didn’t show much enthusiasm to be there.
Design, Business, and Innovation Janel Santana

13. Ethnographic Research Observations
• During drills, the players seemed to be more sluggish.
Design, Business, and Innovation Janel Santana

14. Ethnographic Research Observations
• A few girls seemed to be quiet and too themselves during practice.
Design, Business, and Innovation Janel Santana

15. Ethnographic Research Observations
• A couple of girls observed, seemed to lack energy to throw the ball on the field.
Design, Business, and Innovation Janel Santana

16. Ethnographic Research Findings
• Through observation, there seemed to be a lack of hydration and a need for energy during rugby practice.
Design, Business, and Innovation Janel Santana

17. “Interviewing Humans”
- Interviews contain a three-part structure which include the introduction and warm-up, the body of the interview, and
the conclusion.
Design, Business, and Innovation Janel Santana

18. “Interviewing Humans”
- Start each interview genuinely, followed by a clear description of the goal.
Design, Business, and Innovation Janel Santana

19. “Interviewing Humans”
- Stay focused on what the interviewee is saying while also making sure answers are specific, not vague.
Design, Business, and Innovation Janel Santana

20. “Interviewing Humans”
- A key note to remember is that the interview is not about you so don’t veer off topic with personal stories.
Design, Business, and Innovation Janel Santana

21. “Interviewing Humans”
- Make sure to come prepared with background information and a list of questions for the individual. Try not to provide
too much information in a question, so it won’t influence the response.
Design, Business, and Innovation Janel Santana

22. “Interview Planning”
Design, Business, and Innovation Janel Santana

23. “Edited Interview”
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Design, Business, and Innovation Janel Santana

24. Design, Business, and Innovation Janel Santana
“Interview Findings”
-There seems to be a need for a more convenient source of hydration to fuel the players through practice.

25. Design, Business, and Innovation Janel Santana
“Peer to Peer Documentation”

26. Design, Business, and Innovation Janel Santana
“Peer to Peer Documentation”

27. Design, Business, and Innovation Janel Santana
“Peer to Peer Documentation”

28. Design, Business, and Innovation Janel Santana
“Peer to Peer Documentation”

29. Design, Business, and Innovation Janel Santana
“Peer to Peer Documentation Findings”
• Players look like they are out of breathe.

30. Design, Business, and Innovation Janel Santana
• A few of the players seem to be running far behind, trying to catch up.
“Peer to Peer Documentation Findings”

31. Design, Business, and Innovation Janel Santana
• Some of the girls have a tired, disgruntled look on their face.
“Peer to Peer Documentation Findings”