slides

1. “Going Deeper, Seeing Further...”
- Many companies have started to use ethnography as a way
to improve there company
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2. “Going Deeper, Seeing Further...”
- Zooming out and taking a look at the bigger picture was one
strategy of observing consumers.
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3. “Going Deeper, Seeing Further...”
- Observing extreme people and analogous cases gave a
different perspective to companies.
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4. “Going Deeper, Seeing Further...”
- Involving consumers with the company was a open up the
process to the consumers.
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5. “Going Deeper, Seeing Further...”
-Using ethnography will hopefully be beneficial for everyone.
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6. Ethnographic research
- TrancenDANCE observation
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7. Ethnographic research
- TrancenDANCE observation
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8. Ethnographic research
- TrancenDANCE observation
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9. Ethnographic research
- TrancenDANCE observation
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10. Ethnographic research
- TrancenDANCE observation
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11. Ethnographic research
- Two different girls taught the class
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12. Ethnographic research
- One of the teachers struggled to remember her own
choreography
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13. Ethnographic research
- Some of the people could pick up the choreography faster
than others
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14. Ethnographic research
- Choreographer could write down the steps so she does not
forget it when she is teaching
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15. “Interviewing Humans”
-Be prepared, create an interview guide to stay on topic and
get all the information you need
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16. “Interviewing Humans”
-An interview has three acts: the introduction and warm-up,
the body of the interview, and the conclusion
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17. “Interviewing Humans”
-When conducting the interview make sure that the participant
feels comfortable
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18. “Interviewing Humans”
-Let them talk most of the time. You are interviewing them so
do not start talking about yourself.
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19. “Interviewing Humans”
-After the interview look for themes and be sure to use the
language and terms of the person you interviewed to
represent there answers better.
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