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Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Stalker for Hire – How to be an Engaging
Ethnographer No Matter Where You are
Erica M. Ruyle
Market Strategies
Portland, OR US (West)
http://25hourbooks.wordpress.com/2010/01/10/who-am-i-stalking-1-good-books-inc/
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Overview
•  Ethnography
•  Ethnography vs. “Lurkography”
•  Online Ethnography
•  Being an Engaged Stalker
•  Fluidity of Online vs. Offline
http://www.mirror.co.uk/life-style/real-life/2009/10/21/could-you-be-a-stalker-s-next-victim-115875-21763136/
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Ethnography
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Observation + Participation = Ethnography
Increase in insider knowledge; deeper, more accurate research
Observation Participation
Outsider’s perspective Insider’s perspective
Immersion in the natural environment is
absolutely key for true ethnography
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
An extreme example….
Could you tell what’s going on here by just “observing”?
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Ethnography vs. “Lurkography”
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Stalker = Lurker = Listening/watching only,
machine capture, or disimpassioned observation
“LURKOGRAPHY”
http://johnnysix.deviantart.com/art/
Lurking-67648627?q=boost:popular
+lurking&qo=54
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Engaged Stalker = participant = ethnography
Say Hello!
Get
involved!
http://www.admavericks.com/2009/12/01/thou-shall-not-lurk/
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
How we see ourselves -
How the online
communities see us -
The harsh truth about lurking….
http://martinwiklund.deviantart.com/art/Saints-72408497?q=boost:popular+in:photography+saints&qo=17
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Online Ethnography
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
“Field site” of an online ethnographer
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Some basics
• Cultural Entrée
− “Lurk” but only as a prelim
to gain broader
understanding
− Gain rapport/trust
− Embrace the community
− Talk with the “gatekeepers”
− Find your community
“partner”
− Engage, Engage, Engage!
• Some things to keep in mind
− Trust is a two way street
− “Experiential” rather than
Physical
− Let go – loss of control
− The internet is always
“open”
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Deconstruct online vs.
offline dichotomies ttp://ivan-suta.deviantart.com/gallery/?offset=24#/d18657r
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Being an Engaged Stalker
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Engage!
Engage!
Engage!
Go beyond
the
community
Open
yourself
Embrace
the
participant
and look
beyond
the words
It’s all too easy to forget the person behind the text
http://www.pandart.org/2010/11/save-the-words/
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
It’s okay….
To drop the
researcher mask!
http://kim-92.deviantart.com/art/The-mask-99010859?q=boost:popular+mask&qo=9
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Context Sensitivity
Internal Consistency
Reflexivity
Flexibility and Adaptation
Online Ethnography requires Agility and Flexibility
Quick Thinking
http://charbage.deviantart.com/art/ustrasana-68468890?q=boost:popular+in:photography+flexibility&qo=70
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Fluidity of Online vs. Offline
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
http://www.investzoom.com/PDF/virtual_ethnography.pdf
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Engage in multiple formats
Phone calls
Text messages
VoIP
Webcam
Face to face
IM
Think outside the (computer) box
Video Streams
http://endrius.deviantart.com/art/ok-computer-60483058?q=boost:popular+computer&qo=3
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
A quick word on analysis
• No single canonical way to approach the data
• Data analysis should be taking place
throughout data collection in order to gain
momentum
• Look for patterns, connections, similarities or
contrastive points
• Spend time getting to know the “site” and
spend thoughtful time on its meaning
• Code data with short and concise code frame
• Market Research will almost always need to
engage in ethnographic rapid assessment
procedures
• Can turn into long term fieldwork; no reason to
cut ties
• Triangulate data
• Field notes/interviews/coding/site documents
• Look for “local categories of meaning”
• What is the “native point of view” and what is
the meaning for the research http://lilfairie.deviantart.com/art/A-thousand-words-50799719?q=boost:popular+words&qo=122
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
A friendly reminder….
Thank you!
Erica Ruyle, Market Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
Q & A
Erica Ruyle and Susan Sweet

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Erica Ruyle - Festival of NewMR - 2010

  • 1. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Stalker for Hire – How to be an Engaging Ethnographer No Matter Where You are Erica M. Ruyle Market Strategies Portland, OR US (West) http://25hourbooks.wordpress.com/2010/01/10/who-am-i-stalking-1-good-books-inc/
  • 2. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Overview •  Ethnography •  Ethnography vs. “Lurkography” •  Online Ethnography •  Being an Engaged Stalker •  Fluidity of Online vs. Offline http://www.mirror.co.uk/life-style/real-life/2009/10/21/could-you-be-a-stalker-s-next-victim-115875-21763136/
  • 3. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York)
  • 4. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Ethnography
  • 5. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Observation + Participation = Ethnography Increase in insider knowledge; deeper, more accurate research Observation Participation Outsider’s perspective Insider’s perspective Immersion in the natural environment is absolutely key for true ethnography
  • 6. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) An extreme example…. Could you tell what’s going on here by just “observing”?
  • 7. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Ethnography vs. “Lurkography”
  • 8. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Stalker = Lurker = Listening/watching only, machine capture, or disimpassioned observation “LURKOGRAPHY” http://johnnysix.deviantart.com/art/ Lurking-67648627?q=boost:popular +lurking&qo=54
  • 9. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Engaged Stalker = participant = ethnography Say Hello! Get involved! http://www.admavericks.com/2009/12/01/thou-shall-not-lurk/
  • 10. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) How we see ourselves - How the online communities see us - The harsh truth about lurking…. http://martinwiklund.deviantart.com/art/Saints-72408497?q=boost:popular+in:photography+saints&qo=17
  • 11. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Online Ethnography
  • 12. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) “Field site” of an online ethnographer
  • 13. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Some basics • Cultural Entrée − “Lurk” but only as a prelim to gain broader understanding − Gain rapport/trust − Embrace the community − Talk with the “gatekeepers” − Find your community “partner” − Engage, Engage, Engage! • Some things to keep in mind − Trust is a two way street − “Experiential” rather than Physical − Let go – loss of control − The internet is always “open”
  • 14. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Deconstruct online vs. offline dichotomies ttp://ivan-suta.deviantart.com/gallery/?offset=24#/d18657r
  • 15. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Being an Engaged Stalker
  • 16. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Engage! Engage! Engage! Go beyond the community Open yourself Embrace the participant and look beyond the words It’s all too easy to forget the person behind the text http://www.pandart.org/2010/11/save-the-words/
  • 17. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) It’s okay…. To drop the researcher mask! http://kim-92.deviantart.com/art/The-mask-99010859?q=boost:popular+mask&qo=9
  • 18. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Context Sensitivity Internal Consistency Reflexivity Flexibility and Adaptation Online Ethnography requires Agility and Flexibility Quick Thinking http://charbage.deviantart.com/art/ustrasana-68468890?q=boost:popular+in:photography+flexibility&qo=70
  • 19. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Fluidity of Online vs. Offline
  • 20. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) http://www.investzoom.com/PDF/virtual_ethnography.pdf
  • 21. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Engage in multiple formats Phone calls Text messages VoIP Webcam Face to face IM Think outside the (computer) box Video Streams http://endrius.deviantart.com/art/ok-computer-60483058?q=boost:popular+computer&qo=3
  • 22. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) A quick word on analysis • No single canonical way to approach the data • Data analysis should be taking place throughout data collection in order to gain momentum • Look for patterns, connections, similarities or contrastive points • Spend time getting to know the “site” and spend thoughtful time on its meaning • Code data with short and concise code frame • Market Research will almost always need to engage in ethnographic rapid assessment procedures • Can turn into long term fieldwork; no reason to cut ties • Triangulate data • Field notes/interviews/coding/site documents • Look for “local categories of meaning” • What is the “native point of view” and what is the meaning for the research http://lilfairie.deviantart.com/art/A-thousand-words-50799719?q=boost:popular+words&qo=122
  • 23. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) A friendly reminder…. Thank you!
  • 24. Erica Ruyle, Market Strategies, USA Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 5:16pm to 5:38pm (EST/New York) Q & A Erica Ruyle and Susan Sweet