This document summarizes a presentation about using research design and storytelling techniques to analyze qualitative data from a study of Community Multimedia Centers (CMCs) in Mozambique. The study used photo-elicitation interviews with 101 CMC users and staff to understand their perceptions. The methodology included creating a photo taxonomy, thematic analysis, comparisons between groups, cluster analysis of user and staff types, and developing "Point of View" personas to synthesize the results into narratives. The goal was to move beyond just describing results to more design-oriented outcomes that provide explanatory power and arrive at "usable" insights for improving CMCs.

1. Research design and design-oriented
research: A path to tell stories from data
Lucía Aguirre-Sánchez
Università della Svizzera Italiana
Presented at the IPID 7th International Annual Symposium
IPID - International Network of Postgraduate Students in the area of ICT4D
Kristiansand, Norway
September 2012

2. Research design and design-oriented
research: A path to tell stories from data
Lucía Aguirre-Sánchez
Università della Svizzera Italiana
Presented at the IPID 7th International Annual Symposium
IPID - International Network of Postgraduate Students in the area of ICT4D
Kristiansand, Norway
September 2012

3. Overview
Introduction: Research Context
Methodology Path: Analyzing Photo-elicited Interviews
Outcome: Making Sense of Data
Conclusions and Further Questions

4. Introduction: Research Context

5. Community Multimedia Centres

6. RE-ACT Project
RQ1: What is the social
representation of a CMC in the
RE-ACT (social Representations of community where it has been
community multimedia centres and established?
ACTions for improvement)
RQ2: Does the location in which
the CMC has been set up
“studying the awareness and the influence the social
understanding that different social representation of it?.
groups have of CMCs”
“developing a tool to capture the
extra-technological dimensions,
which have an impact onto
sustainability”

7. RE-ACT Project
RQ1: What is the social
representation of a CMC in the
RE-ACT (social Representations of community where it has been
community multimedia centres and established?
ACTions for improvement)
RQ2: Does the location in which
the CMC has been set up
“studying the awareness and the influence the social
understanding that different social representation of it?.
groups have of CMCs”
“developing a tool to capture the
extra-technological dimensions,
which have an impact onto
sustainability”

8. Background
Qualitative
Analysis
Outcomes

9. Armchair
Anthropologist
Paradox

10. Methodology Path: Analyzing
Photo-elicited Interviews

11. Data Collection: Photo-elicitation
Positive
Aspect of
CMC
Negative
Aspect of
CMC
What CMC
represents for
her/his life

12. Data Collection: Photo-elicitation
f
Focus o
Analysis
Positive
Aspect of
CMC
Negative
Aspect of
CMC
What CMC
represents for
her/his life

13. Thesis: Research Question
What are the main positive and negative
perceptions of staff and users of CMCs in
Mozambique?

14. Data Description: Study Population
101 Interviews
55 Users & 48 Staff
303 Photos
10 CMCs

15. Data Description: CMCs in Mozambique
Chitima Chiure Morrumbene
Dondo Chokwe Cuamba
Ilha Quelimane
Sussundenga
Xinavane

16. Data Description: CMCs in Mozambique
Chitima Chiure Morrumbene
Dondo Chokwe Cuamba
Ilha Quelimane
Sussundenga
Xinavane

17. Data Description: Demographics

18. Methodology Steps
Photo Taxonomy
Thematic Analysis
Comparative Analysis
Cluster Analysis
User/Staff Typologies
POV Personas

19. Photo Taxonomy
RE-ACT Project: Prof. Lorenzo Cantoni, Dr. Isabella Rega and Sara Vannini
NewMinE Lab – Università della Svizzera Italiana

20. Photo Taxonomy
Radio Equipment
Telecentre Premises
General
RE-ACT Project: Prof. Lorenzo Cantoni, Dr. Isabella Rega and Sara Vannini
NewMinE Lab – Università della Svizzera Italiana

21. Thematic Analysis

22. Thematic Analysis

23. Comparisons

24. Comparisons

25. Comparisons

26. Comparisons
User Typologies Staff Typologies
Trusting User External locus of control
Instrumental User Internal locus of control
Hopeful User
Visitor User

27. Cluster Analysis
Users Staff

28. Cluster Analysis
Users Staff

29. Outcomes: Making Sense of Data

30. How to condense the richness of the qualitative
data results?

31. How to move a step further from the
description of results to design-oriented
research outcomes?

32. Taking inspiration from User-Centred Design

33. “Point of View” Personas

34. “Point of View” Personas

35. POV Personas
Role
Primary Motivation
Verbatim
Persona’s silhouette
Photos
Demographics
Photo Verbatim
Region
Profile
Experience in CMC

36. Some Final Thoughts

37. Some Final Thoughts
The explanatory power of narrative.
Room for creativity
Arriving to “usable” outcomes

38. Thank you all for your attention and feedback
Let’s talk
@luciapurpura