Hello                           @jody_miWednesday, 13 March 2013
ETHNOGRAPHIC       FIELDWORK       It covers a variety of different qualitative methods that can be combined as needed to b...
EXTRACT KEY INSIGHTS   Uncovering insights is about bringing visibility and clarity   to previously hidden meaning.   » In...
“If you want to understand what motivates a guy to pick up      skateboarding, you could bring him into a sterile laborato...
This is Liu Ke, 28, from BeijingWednesday, 13 March 2013
Wednesday, 13 March 2013
Wednesday, 13 March 2013
Wednesday, 13 March 2013
Ethnography   DesignWednesday, 13 March 2013
IDENTIFY       A DESIGN       CHALLENGEWednesday, 13 March 2013
WHAT DO WE KNOW?     First, on post-Its, write down what you already know about the     Design Challenge, including:     »...
IDENTIFYING PEOPLE               Develop the spectrum of people to speak to.                                              ...
METHODS           Individual Interview           Group Interview           In-Context Immersion           Self-Documentati...
METHODS           Individual Interview           Group Interview           In-Context Immersion           Self-Documentati...
Wednesday, 13 March 2013
METHODS           Individual Interview           Group Interview           In-Context Immersion           Self-Documentati...
METHODS           Individual Interview           Group Interview           In-Context Immersion           Self-Documentati...
SELF DOCUMENTATIONWednesday, 13 March 2013
METHODS           Individual Interview           Group Interview           In-Context Immersion           Self-Documentati...
SEEK INSPIRATION     IN NEW PLACES     The simple act of looking at different contexts can bring to mind new insights.    ...
EXAMINE THE CUSTOMER ACTIVITY CYCLE                           Pre                      Deciding                       Duri...
EXAMINE THE CUSTOMER ACTIVITY CYCLE                                                     value                             ...
KEEPING       EYES AND       EARS OPENWednesday, 13 March 2013
!"#!$%&()*+,)-)          .-//0),##-,!"#,              -12345)165789):;<8)7=39)4;>)5?83@A))              !;9B>C7)7=8)<8583<...
Own                           Consider   Carry   UseWednesday, 13 March 2013
Wednesday, 13 March 2013
Wednesday, 13 March 2013
Wednesday, 13 March 2013
!"!#$%&())&*(!+&#$          $,-./0/,.12334,.56)7803-.05,,.97:2307:7:7;132330332,:<2542:=>4,-.3?.,/540          ,@30.A752,:...
FIND THEMES   Finding themes is about exploring the commonalities, differences,   and relationships between the informatio...
Wednesday, 13 March 2013
Wednesday, 13 March 2013
Why is a Good                           Insight Like a                           Refrigerator?Wednesday, 13 March 2013
RESOURCES    IDEO HCD Toolkit    http://www.hcdconnect.org/toolkit/en/download    Anthropology Inc.    http://www.theatlan...
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Hyper ethnographic

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Insights into ethnographic field trip I took on behalf of www.lovecreative.com

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Hyper ethnographic

  1. 1. Hello @jody_miWednesday, 13 March 2013
  2. 2. ETHNOGRAPHIC FIELDWORK It covers a variety of different qualitative methods that can be combined as needed to bring answers and insights to the surface.Wednesday, 13 March 2013
  3. 3. EXTRACT KEY INSIGHTS Uncovering insights is about bringing visibility and clarity to previously hidden meaning. » Insights extrapolate individual stories into overarching truths. » Insights allow us to see our design challenge in a new light.Wednesday, 13 March 2013
  4. 4. “If you want to understand what motivates a guy to pick up skateboarding, you could bring him into a sterile laboratory and interrogate him… or you could spend a week in a skatepark observing him interacting with his friends, practicing new skills and having fun. Ethnography is observing people’s behaviour in their own environments so you can get a holistic understanding of their world—one that you can intuit on a deeply personal level.” —LiAnne Yu, cultural anthropologistWednesday, 13 March 2013
  5. 5. This is Liu Ke, 28, from BeijingWednesday, 13 March 2013
  6. 6. Wednesday, 13 March 2013
  7. 7. Wednesday, 13 March 2013
  8. 8. Wednesday, 13 March 2013
  9. 9. Ethnography DesignWednesday, 13 March 2013
  10. 10. IDENTIFY A DESIGN CHALLENGEWednesday, 13 March 2013
  11. 11. WHAT DO WE KNOW? First, on post-Its, write down what you already know about the Design Challenge, including: » What people need or want » What technologies can help in this challenge » What solutions or ideas are being tried in other areas » Any early hypotheses about how to solve the Design ChallengeWednesday, 13 March 2013
  12. 12. IDENTIFYING PEOPLE Develop the spectrum of people to speak to. “ideal constituents”: those who are Not ideal: those who are resistant successful, adopt new technolo gies to new technolo gies. quickly.Wednesday, 13 March 2013
  13. 13. METHODS Individual Interview Group Interview In-Context Immersion Self-Documentation Expert Interviews Seek Inspiration In New PlacesWednesday, 13 March 2013
  14. 14. METHODS Individual Interview Group Interview In-Context Immersion Self-Documentation Expert Interviews Seek Inspiration In New PlacesWednesday, 13 March 2013
  15. 15. Wednesday, 13 March 2013
  16. 16. METHODS Individual Interview Group Interview In-Context Immersion Self-Documentation Expert Interviews Seek Inspiration In New PlacesWednesday, 13 March 2013
  17. 17. METHODS Individual Interview Group Interview In-Context Immersion Self-Documentation Expert Interviews Seek Inspiration In New PlacesWednesday, 13 March 2013
  18. 18. SELF DOCUMENTATIONWednesday, 13 March 2013
  19. 19. METHODS Individual Interview Group Interview In-Context Immersion Self-Documentation Expert Interviews Seek Inspiration In New PlacesWednesday, 13 March 2013
  20. 20. SEEK INSPIRATION IN NEW PLACES The simple act of looking at different contexts can bring to mind new insights. For example a surgeon can get insights about organising their medical supplies by visiting a hardware store, an airline employer might get ideas about check-in by observing a hotel front desk. (source: IDEO HCD Toolkit)Wednesday, 13 March 2013
  21. 21. EXAMINE THE CUSTOMER ACTIVITY CYCLE Pre Deciding During what to do Doing it Desired Outcome Post Keeping it goingWednesday, 13 March 2013
  22. 22. EXAMINE THE CUSTOMER ACTIVITY CYCLE value gap Pre Deciding During what to do Doing it Desired Outcome Post Keeping it goingWednesday, 13 March 2013
  23. 23. KEEPING EYES AND EARS OPENWednesday, 13 March 2013
  24. 24. !"#!$%&()*+,)-) .-//0),##-,!"#, -12345)165789):;<8)7=39)4;>)5?83@A)) !;9B>C7)7=8)<8583<C=)69)7=8)937><31)C;978D7);E)7=8)7;?6C)4;>)3<8)57>B469F)39B)7<4)7;)C<8378)3) E>9)39B)281C;:69F)37:;5?=8<8G)6E)3??<;?<6378A 73<7)7=8)6978<H682)267=)3)F898<31)B85C<6?76;9);E)7=8)F;31);E)7=8)57>B4G)I>7)B;9J7)?<;H6B8)3)7;;) 93<<;2)E;C>5)35)7=37):6F=7)16:67)7=8)<85?;9585)4;>)2611)F87A #9C;><3F8)?8;?18)7;)5=3<8)7=86<)7=;>F=75)39B)F;)3I;>7)7=86<)I>569855)E<8814G)2=618)4;>)E;11;2) 31;9FA -H;6B)183B69F)K>8576;95)39B)K>8576;95)7=37)C39)I8)39528<8B)267=);914)485L9;)39528<5A)-5@) E;11;2)>?)K>8576;95A /<8?3<8)39);>71698);E)7=8)6978<H682)K>8576;95)4;>)2;>1B)16@8)7;)35@)I8E;<8=39BG)I>7)B;9J7)I8) 3E<36B)7;)57<34)E<;:)67A M8)3)5=>778<I>F)39B)593?)?=;7;5);E)6978<85769F)7=69F5)39B)I8=3H6;<5A $88?)4;><)83<5)39B)8485);?89)315;)3E78<)7=8)<8C;<B8<)57;?5G)7=65)65);E789)7=8):;:897)2=89) 4;>)187)H31>3I18)<8H81376;95AWednesday, 13 March 2013
  25. 25. Own Consider Carry UseWednesday, 13 March 2013
  26. 26. Wednesday, 13 March 2013
  27. 27. Wednesday, 13 March 2013
  28. 28. Wednesday, 13 March 2013
  29. 29. !"!#$%&())&*(!+&#$ $,-./0/,.12334,.56)7803-.05,,.97:2307:7:7;132330332,:<2542:=>4,-.3?.,/540 ,@30.A752,:7:B2:50.A20<30332,:3CD.0?0.7@;137/0B716 E,.5407:7;132330F52,:34,-;B47A079,,B35.-F5-.07:BB0?2:0B540/031,-<7:55, ?,F-3,:6 G4757.0540801540/037:B0HD.0332,:32:B23F-332,:3I G4757.0540@7..20.37:BF47;;0:903,.,DD,.5-:25037:B0:7@;0.35,54041D,540323I G4757.05403-.D.232:9540/03C5,D2F3,.0;0/0:5354757.0F,/2:9-DI !.0540.07:1F,:?2./752,:3,..0J0F52,:3,?5402:2527;.0307.F441D,540323IWednesday, 13 March 2013
  30. 30. FIND THEMES Finding themes is about exploring the commonalities, differences, and relationships between the information. Some ways to do this include: >> Sort your findings into categories or buckets. Which ideas are related? Cluster together the findings that belong together into themes. >> Consider the relationship between categories >> Look for patterns and tensions in the way your themes relate to each other. Are they on the same level? Or are they talking about different kinds of things? Group and re-group >> Slice and dice the data in different ways to find meaning. >> Try moving the post-its around to form new groups. >> Explain the early buckets and themes to a broader group. >> Learn from their input and try alternative groupings.Wednesday, 13 March 2013
  31. 31. Wednesday, 13 March 2013
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  33. 33. Why is a Good Insight Like a Refrigerator?Wednesday, 13 March 2013
  34. 34. RESOURCES IDEO HCD Toolkit http://www.hcdconnect.org/toolkit/en/download Anthropology Inc. http://www.theatlantic.com/magazine/archive/2013/03/anthropology- inc/309218/ Jan Chipchase - www.janchipchase.com Jody’s research - www.love-china-trends.tumblr.comWednesday, 13 March 2013

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