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Product ethnography
The document presents an overview of product ethnography, emphasizing the importance of understanding user needs through qualitative research methods. It discusses the distinction between etic and emic studies, the roles of observers and actors in research, and provides various tools and techniques for effective data collection. The document also highlights the significance of building rapport and neutralizing biases during user observation to gather accurate insights.
Product ethnography
- 1. Product Ethnography Doing PrimaryUser Research UX Training Content Author:Anand Jha Date: 10 Oct 2015 Version 1.0
- 2. INDEX What is ProductEthnography Etic and Emic Studies Actors and System Objects 2 The engagement funnel The Toolkit
- 3. What is ProductEthnography • Understanding social construct of the user • Articulating functional and emotional needs of the users • Exploring the socio – economical forces that manufacture these needs • Moving from “what is said” to “what is felt” 3 Using this information to select the pain points the product is likely to solve and understanding how can the solution appeal to the user.
- 4. Neutral observer • Observer’sbackground influences what he/ She chooses to observe, how he/she chooses to report, what he/she finds significant/un-significant • The observer’s vantage points change based on gender, class, caste and other social parameters. • Each time observer and user interact, they perform to each other their social roles, thus generating garbage information that must not be factored into insight. • Unless the information exchange environment is more neutral (which is where rapport building, empathy and passive observation come into picture) its difficult to obtain clean qualitative data 4
- 5. INDEX What is ProductEthnography Etic and Emic Studies Actors and System Objects 5 The engagement funnel The Toolkit
- 6. Etic and EmicStudies • These approaches determine that the Individual is shaped by their cultural, subcultural landscape • Etic studies require a heavy investment from researcher’s time to gain acceptance from the researched group and access to their belief systems. • Its not primarily as much a case of difference in research methodologies as in their application 6 Etic : From the perspective of the observer : Wide, shallow, observer’s bias Emic: From the perspective of the observed: Deep, Limited. Community coded.
- 7. Quick exercise(1 hr) Doan online search for case studies done using etic or emic approaches. Condense and narrate it to the peer group. 7
- 8. INDEX What is ProductEthnography Etic and Emic Studies Actors and System Objects 8 The engagement funnel The Toolkit
- 9. Actors and Systemobjects • A system needs to be reduced to actors and system objects to observe and convey in detail, various social exchanges. • These social exchanges need to be minutely observed and documented for future articulation 9 People inside a space of observation are actors. They use system objects to engage with each other. These engagements have actor and acted upon. Often the actor acts upon another using a system object. A system object may be a rule, a document, a physical object or any other information matter.
- 10. Quick exercise(1 hr) Travelin Delhi Metro for an observation trip and present a map in the following detail. Actors-----------------Actions--------------------system objects A small example follows 10 Action: after checking user gets in the platform Users collects their bag(if any) from the Luggage table Users use a metro card or coupon. They generally keep these in wallet and occasionally stick the purse Once given access they take escalator / stairs (as available) to platform
- 11. INDEX What is ProductEthnography Etic and Emic Studies Actors and System Objects 11 The engagement funnel The Toolkit
- 12. The Engagement Funnel 12 Screenthe user/Space for study/ engagement Neutralize presence. Stay longer for passive observation. Find acceptance using the same dress code, similar pathos, same parlance. Build Rapport Start with what hurts them. Take all in. and filter the relevant later Expand with walk-throughs at high level and then move into the details Create case for a second touch point with the same person. Choose a changed operative situation/ circumstance Go through the data gathering method protocol. Gather required Qualitative data. Thank and debrief Add to the list of focus group contacts. Keep in touch with things that have been acted upon, gain clarification over phone and mail Go through the data gathering method protocol. Gather required Qualitative data. Thank and debrief
- 13. INDEX What is ProductEthnography Etic and Emic Studies Actors and System Objects 13 The engagement funnel The Toolkit
- 14. The toolkit I 14 Aday in life Ref:http://www.kansai-u.ac.jp/ku-jpn/English/campuslife/living_cases/
- 15. The toolkit I 15 ActivityAnalysis
- 16. The toolkit I 16 CognitiveTask Analysis More Info:http://www.usabilitybok.org/cognitive-task-analysis
- 17. The toolkit I 17 Probestudy report sheet
- 18. The toolkit I 18 ErrorAnalysis
- 19. The toolkit I 19 Flyon the wall
- 20. The toolkit I 20 JournalWriting Journal Writing is a form of unstructured data logging practice that the ethnographer maintains. This contains a fairly high share of articulation and analysis of the space under observation than reporting and deconstructing the observed. With skill and practice, ethnographers can observe more social transactions and make more sub textual co-relations.
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- 22. The toolkit I 22 ProbeMaps: Unpacking Spatial Associations
- 23. The toolkit I 23 ProbeCards: Unpacking Visual Associations
- 24. The toolkit I 24 ContextualEnquiry
- 25. The toolkit I 25 SelfVisual Ethnography
- 26. Thank You! UserX DelhiveryDesign UserX@delhivery.com 765 432 9886 26