ethnography 101

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
Ethnography
101
Ray
Poynter,
The
Future
Place

2. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Ethnography 101
Ray Poynter
The Future Place

3. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
The
study
of
people
in
a
social
context

4. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Qual
Quant
Ethnography

5. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
The
Lived
Experience

6. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
“..it
is
a
family
of
methods
involving
direct
and
sustained
social
contact
with
agents,
and
of
richly
wriFng
up
the
encounter,
respecFng,
recording,
represenFng
at
least
partly
in
its
own
terms,
the
irreducibility
of
human
beings.”
Willis
and
Trondman,
2000

7. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Typical Ethnography Includes
1. Field research
2. Participant observations / informal
discussions + variety of others
3. Unstructured data collection
4. Small number of cases
5. Resulting in an explication
Adapted
from
Hammersley
&
Atkinson

8. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Spectrum of Roles
Complete
Observer
Complete
ParFcipant
ParFcipant/
Observer
Adapted
from
Junker
(1960),
Gold
(1958)

9. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Auto-­‐ethnography
Autobiography
Diaries
Experien5al
Blogs
Mass
Observa5on
WE
research
Jason
Di>on
Known
to
self
Unknown
to
self
Willing
to
share
Un-­‐
willing
to
share
Tim
Edensor
Leslie
Salzinger

10. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Situated

11. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Reflexivity

12. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
“Ethnography
is
that
form
of
inquiry
and
wriFng
that
produces
descripFons
and
accounts
about
the
ways
of
life
of
the
writer
and
those
wriGen
about.”
Denzin,
1997

13. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011

14. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011

15. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Ethnography
and
Market
Research

16. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Stan Sthanunathan
VP, marketing strategy and insights, Coca-Cola
“It’s
about
understanding
the
human
condiFon.
We’re
too
focused
on
understanding
consumpFon
behaviour
and
shopping
behaviour.
We
need
to
understand
the
human
condiFon,
which
you’ll
only
know
by
observing,
listening,
synthesising
and
deducing.”

17. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Good,
immersive,
in-­‐depth
Ethnography
Research
loosely
inspired
by
Ethnography

18. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Debates in Ethnography
• Insider/Outsider Myths
• Can observation be ethnography
• Neutral or emancipatory
• Naturalism versus anti-realism
• The generalisability of findings
• The usefulness of findings

19. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Thank you
Ray Poynter
The Future Place

20. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Q & A
Ray
Poynter
The
Future
Place
Sue
York
The
Future
Place

21. Speaker Ray Poynter, The Future Place, UK
NewMR Ethnography, May 25, 2011
Ray Poynter
Read
Ray’s
blog
@
hGp://thefutureplace.typepad.com/
Follow
Ray’s
tweets
at
@
hGp://twiGer.com/raypoynter
Connect
with
Ray
on
LinkedIn
@
hGp://uk.linkedin.com/in/raypoynter
Find
out
about
Ray’s
book
at
@
hGp://bit.ly/cmFnbo

22. 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
Ethnography
101
Ray
Poynter,
The
Future
Place