*   Ethnograpy andField Research to BetterUnderstand the People andthe City
FIELD RESEARCH                   Understanding the context     toPLACE                    +                      PEOPLEMAP...
*   Life is complex
explicit                tacitculture as aniceberg
So asking questions and    make interviews is not the    best way to understand a    cultureethnography    Observing behav...
In order to understandunspoken and not measur-able information, the inves-tigator should live and livelike those who are s...
ethnography         Characteristics.             Takes place in the field             Observation is primary         data ...
When to use ethnography                            Ethnography prduces fresh insights for design strategy                 ...
The Process of Field Research                      Research Planning             Get stuff                         Determi...
MethodologyData collection                    Investigate people in their                 context                    sampl...
Have a lookat this...http://www.flickr.com/groups/probes/
Data collectionCultural probes       Probes kit are envelopes con-       taining:           Probes artifacts: cameras,    ...
..                                                                                                                        ...
Ethnography allows us toDiscover meaning
Ethnography allows us toUnderstand norms
Ethnography allows us toMake communicationpowerful
Ethnography allows us toBe worldly
Ethnography allows us toObserve reality
Ethnography allows us toIdentify barriers
exploration                       Quarto Oggiaro                       An example of field research                       ...
*   Life is complex       (but understandable)
谢谢你们 - thank you - grazie     Serena Pollastri  sere.miru@gmail.com
Ethnograpy and Field Research to Better Understand the People and the City
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Ethnograpy and Field Research to Better Understand the People and the City

  1. 1. * Ethnograpy andField Research to BetterUnderstand the People andthe City
  2. 2. FIELD RESEARCH Understanding the context toPLACE + PEOPLEMAPPING PSICOGEOGRAPHY ETHNOGRAPHY ERGONOMY
  3. 3. * Life is complex
  4. 4. explicit tacitculture as aniceberg
  5. 5. So asking questions and make interviews is not the best way to understand a cultureethnography Observing behaviour in natural settings. Literally means “writing about people groups”. It has been formulated in 1800s as a method to study “native cul- tures”.
  6. 6. In order to understandunspoken and not measur-able information, the inves-tigator should live and livelike those who are studied.(Van Maanen, 1996). “If you want to understandLiving in the context allows us to what motivates a guy to pickunderstand patterns of behav- up skateboarding, you could bring him into a sterile labo-iours in a real context, ad under- ratory and interrogate him…stand them both rationally and or you could spend a week inintuitively a skatepark observing him interacting with his friends, practicing new skills and hav- ing fun. Ethnography is ob- serving people’s behavior in their own environments so you can get a holistic understand- ing of their world—one that you can intuit on a deeply per- sonal level.” —LiAnne Yu, cultural anthropologist
  7. 7. ethnography Characteristics. Takes place in the field Observation is primary data collection technique Interviews are used to clarify observations Attention is paid to con- text and artifacts Field notes coded and analised for themes and vari- ablesAnd the most important tip: be the foreigner
  8. 8. When to use ethnography Ethnography prduces fresh insights for design strategy Launch ConceptInitiation Discovery Design Formulation Evaluation ETHNOGRAPHY SURVEY DEPHT FORMATIVE EVALUATIVE INTERVIEWS USABILITY USABILITY
  9. 9. The Process of Field Research Research Planning Get stuff Determine the research focus Determine location and context Think aboutData collection Visual data: Determine and design data capture method it -videotaping -photography -passive observation.. Transform it Verbal -conversations -stories collection -questionnaires .. Material organization Output stuff Design a format Select useful data Explain data in an under- standable way
  10. 10. MethodologyData collection Investigate people in their context sampling VISUAL Photo Video Artifacts ObservationsQUANTITATIVE QUALITATIVE Confrontation Survey of material Questionnaire Interviews VERBAL
  11. 11. Have a lookat this...http://www.flickr.com/groups/probes/
  12. 12. Data collectionCultural probes Probes kit are envelopes con- taining: Probes artifacts: cameras, albums, cards, post-it Probes tasks: filling maps, picture taking, filling-in dia- ries... Inspiration probes Investigation probes Participatory probes Dialogue probes
  13. 13. .. OraMethodologyMaterial organization ,M nese Mila ,e liano ecoratoEthnography is a systematic process. n Giu d co e (Sa amente mischia a ldon cc si rd i Vibo iesa è ri anico o’ azza e zia d ch om np u A bba o della coli: il R sono u come q rn se nti scosti, L’inte i diversi ostame d iù na stili e gli acc icolari p lt A vo re i part ri scop le.While useful ideas can emerge during cas- ce capis latera ; lo si sa. ntata ella chie que o fre terno d molt ’in a zia è atue all l’Abb lest no) rno, o sotto (Mila ’inte n alle e c’è all si trova iarav e i Ch lenzio ch tivi chual observation, the most powerful insights zia d si vo Abba ante il lumini ost lti Non e dai mo anchcome from a rigorous analysis of system-atically collected data. ...et labora. Design your own A L format (Mila no) e mbra li, cre piu ssere a dei gio om rna), ode che va ttost i di luce ch tto u n va so l cors si tro ano ne ri o - Title valle a (che se ei fede hiara n d di C Madon e ai ceri azia Abb tua della e, assiem La sta o, ch rnari . i luce giornata i Se rviz della n de esig D a in listic - Keywords (not THAT ecia a Sp a aure anz di L 7 Bug ors o . 2006/0 mas o – C a.a om sign tto - ni, T l De o rapa olt à de o Prod aola T Fac lupp eroni, P . Svi Lab Anna M . Proff many...) Abbazia di Chiaravalle Se all’interno la sensaz che passa ogni ora. (Milano). ione predominante all’Abbazia, si può vedere è quella di pace, nei l’attività nei campi, e territori intorno qualche traccia di città, come il treno Abbazia di Viboldone La presenza delle mona attività è testimoniata (San Giuliano Milane se, MI) che che abitano l’abba zia, e la rendono viva - Descriptions da alcune tracce che con le loro legata al cancello vicino si trovano in giro, come al chiostro. questa bicicletta - Highlights (what sounds more inspiring) - Moodboard - Maps - Diagrams Abbazia di Mirasole (Opera, L’Antica vocazione agrico MI) la dell’Abbazia ha lasciat circostanti, che sono o tracce indelebili sui Abbazia di Mirasole tuttora composti da territori (Opera, MI) una vasta serie ordina Il portale di ingresso ta di campi. conferisce un’immagine era una vera e propri imponente all’Abbazia, a costruzione forti cata. che un tempo Facoltà del Design – Corso di Laurea Lab. Sviluppo Prodo Specialistica in Desig tto - a.a. 2006/07 n dei Servizi Proff. Anna Meron i, Paola Trapani, Tomm aso Buganza PRIMA ESERCITAZ IONE 13 aprile 2007
  14. 14. Ethnography allows us toDiscover meaning
  15. 15. Ethnography allows us toUnderstand norms
  16. 16. Ethnography allows us toMake communicationpowerful
  17. 17. Ethnography allows us toBe worldly
  18. 18. Ethnography allows us toObserve reality
  19. 19. Ethnography allows us toIdentify barriers
  20. 20. exploration Quarto Oggiaro An example of field research focus on one activity (comoprare) find the “extreme user” (association)
  21. 21. * Life is complex (but understandable)
  22. 22. 谢谢你们 - thank you - grazie Serena Pollastri sere.miru@gmail.com

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