12. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Research
ObservaBons
• SeJngs
– Students
studying
– Classroom
environment
13. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Research
ObservaBons
• Observe
students
study
habits
– How
long?
• Students
who
felt
need
to
excel
over
peers
studied
for
longer
amount
of
Bme
14. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Research
ObservaBons
• “Smartest”
student
oOen
involved
in
arguments
with
professor
• Seen
as
a
nuisance
among
peers
15. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Research
ObservaBons
• Study
Methods
– Students
either
study
alone
or
with
others
– Memorizing
facts
from
text
books
– Notes,
summarizing
chapters
16. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Research
ObservaBons
• “Smartest”
student
tends
to
portray
cocky
behavior
• Disagreements
on
facts,
who
is
right,
who
is
wrong
• Displays
stubbornness,
difficult
to
see
other
point
of
view
17. Ethnographic
Research
Findings
• NegaBve
connotaBon
with
the
“smartest”
student
• Peers
get
annoyed
• Cockiness,
ego
showed
upon
discussion
• Difficulty
recognizing
other
points
of
views
18. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
TSA
Checkpoint
EvoluBon
• IDEO
implements
Ethnographic
research
to
help
TSA
19. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
TSA
Checkpoint
EvoluBon
• Proper
steps
to
conduct
Ethnographic
Research
(Used
by
IDEO
in
TSA
Case)
20. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
TSA
Checkpoint
EvoluBon
• IDEO
improved
environment
for
TSA
and
passengers,
TSA
trained
in
using
Ethnographic
Research
to
eliminate
threats
21. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
Ethnographic
Research-‐Who
are
the
users?
• What
is
Ethnographic
Research?
(DicBonary
DefiniBon)
22. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
Ethnographic
Research-‐Who
are
the
users?
• OverBme
Ethnographic
Research
has
become
essenBal
in
creaBng
user
friendly
design
23. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
Ethnographic
Research-‐Who
are
the
users?
• Difference
between
Market
and
Ethnographic
research
24. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
Ethnography
Goes
Mainstream
• Designers
in
various
industries
have
begun
to
rely
off
of
Ethnographic
Research
25. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
Ethnography
Goes
Mainstream
• Becoming
more
common
in
every
type
of
business,
allows
for
more
personal,
intricate
research
26. Raza
Zaman
Prof.
Klinkowstein
Ethnographic
Reading
Summary
Ethnography
Goes
Mainstream
• PosiBve
aspects
of
Ethnographic
Research,
how
it
provokes
unconvenBonal
thinking
which
can
lead
to
be^er
ideas
and
design.