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A	
  Presenta*on	
  from	
  the	
  NewMR	
  Ethnography	
  &	
  
Market	
  Research	
  Event	
  -­‐	
  May	
  25,	
  2011	
  
Event	
  sponsored	
  by	
  Square	
  Holes	
  
All	
  copyright	
  owned	
  by	
  The	
  Future	
  Place	
  and	
  the	
  presenters	
  of	
  the	
  material	
  
For	
  more	
  informaFon	
  about	
  Square	
  Holes	
  	
  hGp://www.squareholes.com/	
  
For	
  more	
  informaFon	
  about	
  NewMR	
  events	
  visit	
  newmr.org	
  
The	
  Wizard	
  Behind	
  The	
  Curtain:	
  
Ethnographic	
  Analysis	
  
	
  
Erica	
  M.	
  Ruyle,	
  Market	
  Strategies	
  
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
2
The Wizard Behind The Curtain: Ethnographic Analysis
Erica M. Ruyle
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
3
Follow the road to
success . . .
BRAINS
STRONG HEART
COURAGE
Being an “ethnographic”
wizard takes all of these!
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
4
Reflexive Fieldnotes
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
5
Fieldnotes
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
6
Get it under control by
preplanning.
Try not to get caught up in a data
Analysis is done during field and immediately after.
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
7
Field
notes
Site
Context
Contextual
Findings!Interviews
Coding
Multimedia
Put it all
together!
Analysis means
triangulating
your data.
Data reduction is one
of the greatest battles
you’ll face
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
8
Brains:
Start ahead of
time by coming
up with a good
model base to
ground your
data in theory.
Heart:
Find similarities
and contrasts.
You’ll need a
strong heart to
work through
these.
Courage:
See things from
the “native point
of view” and find
what is
meaningful while
remaining “local”
in your research.
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
Models
9
•  Examples
−  Modeling Framework
•  Process
•  Knowledge
•  Time
−  Consensus Model
−  Comparative Model
−  Transferential Model
−  Work System Design
Function of Violence as
contextualized in video
games
Early Work
Existing Theoretical Framework
Expert understanding of the topic
Depends on
what you’re
researching
Don’t try to fit all
ethnographic
data in the same
box!
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
Patterns, Connections, Similarities/Contrasts
10
Start with a
strong code
frame
Negative evidence
is as important as
positive.
There are multiple
ways to code but
using a good QDA
will help
You will have a TON of
data; make sure you
step back to take in . . .the big picture
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
Local Categories of Meaning – “Native”
11
Remember,
you’re telling a
story! Tell it
from the “native”
viewpoint.
Punctuate
your narrative
with explanations
but don’t let it
dominate.
History and
cultural
background help
find categories of
local meaning.
Don’t let your emotions
and subjectivity dominate,
regardless of findings.
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
12
Speaker Erica M Ruyle, Market Strategies, USA
NewMR Ethnography, May 25, 2011
Q & A
Sue York
The Future Place
Erica M Ruyle
Market Strategies
A	
  Presenta*on	
  from	
  the	
  NewMR	
  Ethnography	
  &	
  
Market	
  Research	
  Event	
  -­‐	
  May	
  25,	
  2011	
  
Event	
  sponsored	
  by	
  Square	
  Holes	
  
All	
  copyright	
  owned	
  by	
  The	
  Future	
  Place	
  and	
  the	
  presenters	
  of	
  the	
  material	
  
For	
  more	
  informaFon	
  about	
  Square	
  Holes	
  	
  hGp://www.squareholes.com/	
  
For	
  more	
  informaFon	
  about	
  NewMR	
  events	
  visit	
  newmr.org	
  
The	
  Wizard	
  Behind	
  The	
  Curtain:	
  
Ethnographic	
  Analysis	
  
	
  
Erica	
  M.	
  Ruyle,	
  Market	
  Strategies	
  

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Erica ruyle ethnography - 2011

  • 1. A  Presenta*on  from  the  NewMR  Ethnography  &   Market  Research  Event  -­‐  May  25,  2011   Event  sponsored  by  Square  Holes   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informaFon  about  Square  Holes    hGp://www.squareholes.com/   For  more  informaFon  about  NewMR  events  visit  newmr.org   The  Wizard  Behind  The  Curtain:   Ethnographic  Analysis     Erica  M.  Ruyle,  Market  Strategies  
  • 2. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 2 The Wizard Behind The Curtain: Ethnographic Analysis Erica M. Ruyle
  • 3. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 3 Follow the road to success . . . BRAINS STRONG HEART COURAGE Being an “ethnographic” wizard takes all of these!
  • 4. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 4 Reflexive Fieldnotes
  • 5. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 5 Fieldnotes
  • 6. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 6 Get it under control by preplanning. Try not to get caught up in a data Analysis is done during field and immediately after.
  • 7. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 7 Field notes Site Context Contextual Findings!Interviews Coding Multimedia Put it all together! Analysis means triangulating your data. Data reduction is one of the greatest battles you’ll face
  • 8. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 8 Brains: Start ahead of time by coming up with a good model base to ground your data in theory. Heart: Find similarities and contrasts. You’ll need a strong heart to work through these. Courage: See things from the “native point of view” and find what is meaningful while remaining “local” in your research.
  • 9. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 Models 9 •  Examples −  Modeling Framework •  Process •  Knowledge •  Time −  Consensus Model −  Comparative Model −  Transferential Model −  Work System Design Function of Violence as contextualized in video games Early Work Existing Theoretical Framework Expert understanding of the topic Depends on what you’re researching Don’t try to fit all ethnographic data in the same box!
  • 10. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 Patterns, Connections, Similarities/Contrasts 10 Start with a strong code frame Negative evidence is as important as positive. There are multiple ways to code but using a good QDA will help You will have a TON of data; make sure you step back to take in . . .the big picture
  • 11. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 Local Categories of Meaning – “Native” 11 Remember, you’re telling a story! Tell it from the “native” viewpoint. Punctuate your narrative with explanations but don’t let it dominate. History and cultural background help find categories of local meaning. Don’t let your emotions and subjectivity dominate, regardless of findings.
  • 12. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 12
  • 13. Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 Q & A Sue York The Future Place Erica M Ruyle Market Strategies
  • 14. A  Presenta*on  from  the  NewMR  Ethnography  &   Market  Research  Event  -­‐  May  25,  2011   Event  sponsored  by  Square  Holes   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informaFon  about  Square  Holes    hGp://www.squareholes.com/   For  more  informaFon  about  NewMR  events  visit  newmr.org   The  Wizard  Behind  The  Curtain:   Ethnographic  Analysis     Erica  M.  Ruyle,  Market  Strategies