The document discusses research methods for product design, including ethnographic research. It describes ethnographic research as observing people's behaviors without interacting with them in order to understand attitudes and perspectives. The document outlines the steps of ethnographic research which include defining the problem, finding study participants, planning an observational approach, collecting data through observation and other methods, analyzing the data to identify opportunities, and sharing insights with others. Conducting ethnographic research helps designers gain insights into how people perceive and experience the world in order to create more effective products, communications and solutions.

1. An offering from Product and Interface Design Department

2. WHY RESEARCH
Though the power of design may not always be easily measured,
there are many steps that practitioners can undertake to ensure
that they are making informed communication choices, rather
than producing artifacts rooted solely in aesthetics. Research
findings can help the designer in a variety of ways. From
supporting great concepts to measuring the effectiveness
of the finished projects, a research driven approach can help
define the way problems are solved and illustrated the value
of those solutions.
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3. DESIGN RESEARCH
In the 1990s Sir Christopher Frayling from Royal College of Arts
identifies three key modes of design research:
1. Research into design: It includes the traditional historical and
aesthetic studies of art and design
2. Research through design: It is project based, and includes materials
research and development
3. Research for design: It is to create objects and systems that
display the results of the research and prove
its worth
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Research is a central and defining element of the design process, while at
the same time innovative design-led approaches to the conduct of research
can reveal new insights and understandings.
- London College of Communication

4. BIG CONCEPTS IN RESEARCH
QUANTITATIVE + QUALITATIVE RESEARCH
When we talk about research methods, there are two distinct categories into which mos
data-gathering exercises fall: quantitative and qualitative.
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5. BIG CONCEPTS IN RESEARCH
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6. BIG CONCEPTS IN RESEARCH
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7. BIG CONCEPTS IN RESEARCH
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PRIMARY + SECONDARY RESEARCH
Primary and Secondary research refers to proximity and specificity of the source. Prima
research is original and conducted by an organization or a person for their own interest

8. BIG CONCEPTS IN RESEARCH
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FORMATIVE + SUMMATIVE RESEARCH
Formative research is done at the beginning of the project to guide the design
Summative research is done at the end of the project to determine its success
user satisfaction.

9. RESEARCH STRATEGIES + TACTICS
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ETHNOGRAPHIC RESEARCH

10. ETHNOGRAPHIC RESEARCH + TACTICS
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OBSEVATIONAL RESEARCH
WHAT IS IT
A systematic process of viewing and recording human
behavior and cultural phenomena without questioning,
communicating with or interacting with the group being
studied.
WHAT CAN IT DO
Through the resulting behavior, researcher learn a gre
deal about attitudes and perspectives without influenc
group behavior. This tactic allows for greater
observational validity because the group under study
unaware of the researcher. The researcher is able to
record and analyze what the subjects are actually doi
rather than what they say they are doing.
HOW IS IT USED
The investigator must remain quiet and observant and
to understand the behaviors exhibited. It is important
remain objective, and therefore not interact with subje
In this case, the researcher does not ask questions o
solicit opinions-the focus, instead is to watch and clos
examine group behavior.
Observational research can be conducted in different
Researchers can go out into the field and record their
observations, or they can record images with camera
WHEN IS IT USED
Observational research can be used in a formative
fashion, before a hypothesis is established. It can also
be used to support design decisions, as a form of
empirical evidence
LEVEL OF COMPLEXITY
Investigator’s personal bias can skew the
documentation.
Individual can behave differently in smaller group.
Rarely gives an indication of the true motivation.

11. ETHNOGRAPHIC RESEARCH + GUIDELIN
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THINGS TO REMEMBER WHEN OBSERVING WHAT PEOPLE DO

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THINGS TO REMEMBER WHEN OBSERVING WHAT PEOPLE DO
ETHNOGRAPHIC RESEARCH + GUIDELIN

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THINGS TO REMEMBER WHEN OBSERVING WHAT PEOPLE DO
ETHNOGRAPHIC RESEARCH + GUIDELIN

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THINGS TO REMEMBER WHEN OBSERVING WHAT PEOPLE DO
ETHNOGRAPHIC RESEARCH + GUIDELIN

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THINGS TO REMEMBER WHEN OBSERVING WHAT PEOPLE DO
ETHNOGRAPHIC RESEARCH + GUIDELIN

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THINGS TO REMEMBER WHEN OBSERVING WHAT PEOPLE DO
ETHNOGRAPHIC RESEARCH + GUIDELIN

17. ETHNOGRAPHIC RESEARCH + DISCERN
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DISCOVER MEANING
People have a need for meaning in their
lives.
Ethnography provides rich insights into
how
people make sense of their world. For
example,
people incorporate rituals into their lives—
but
some rituals are large and public while
others are
small and private.
By examining the artifacts that reflect
people’s

18. ETHNOGRAPHIC RESEARCH + DISCERN
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UNDERSTAND NORMS
Cultural norms influence design
decisions.
Ethnography reveals the ways in which
cultural norms shape people’s perceptions.
For example, some cultures emphasize the
shape of the body and seek ways to
accentuate it, while others try to minimize
it. The role and use of colour can also vary
greatly from place to place.
By examining how people express
themselves
through style and ornamentation, we gain
insight into how people define themselves
within a group or a community. As a result,
a company’s brand and products will

19. ETHNOGRAPHIC RESEARCH + DISCERN
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MAKE COMMUNICATIONS POWERFUL
Things need to be understood.
Ethnography helps us learn how to
communicate
more effectively with target audiences, in a
language and way they really understand.
For
example, a poorly designed
communications
piece can create confusion or anxiety.
By observing how people process
information,
we learn what words and design elements
evoke desired reactions. We also discover
whether people miss information
completely.

20. ETHNOGRAPHIC RESEARCH + DISCERN
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BE WORLDLY
Ethnography enables us to create for
the
global marketplace.
Ethnography helps us learn how products,
technologies, and communications flow in
the
global world. Branding, experience design
and point of purchase elements all tell a
story.
Compare how experiences work around
the
world, even for the same products and
services.
By examining local tastes, we see
opportunities that are new and exciting. As

21. ETHNOGRAPHIC RESEARCH + DISCERN
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OBSERVE REALITY
What people say is not what they do.
Ethnography highlights differences
between what people perceive they do and
what they actually do. For example, while
people say they eat in a healthy way, they
sometimes make less-than healthy food
choices.
By observing what people do (rather than
taking them at their word), we learn more
about the choices they make and how they
perceive and filter their own actions. As a
result, we can create environments or
messages that connect with people’s real
emotions and intentions.

22. ETHNOGRAPHIC RESEARCH + DISCERN
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IDENTIFY BARRIERS
Behaviours provide clues to where
problems exist.
Ethnography vividly identifies people’s “pain
points” and guides the way towards solutions.
For example, the obvious solution to improve
the
morning commute is a cup holder.
But an experienced ethnographer goes
beyond the obvious and sees how to make the
experience even better—such as putting the
cup holder on the left (where it’s easier to
reach while driving) rather than in the center
console (where it can be distracting).
Seeing these nuances means that the

23. PRODUCT + USER ETHNOGRAPHY
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AIM
To get information that is known only to the users of the product or system.
STEPS TO FOLLOW
1. Identify user situations that are relevant to the design situation that is being
explored
2. Seek the agreement of all the persons within the user situation who could be
affected by interviewer's presence or by new design.
3. Encourage users to describe and to demonstrate any aspects of their activity
that are important to them
4. Carryout a man-machine systems analysis to define tasks, user abilities, and the
design requirements of interfaces parts of the design that affect users)
5. Direct the conversation towards aspects of the user’s activity which seem
relevant to the situation that being explored
6. Record both circumstantial and critical findings during the interview of within
short time of it.
7. When appropriate, obtain user’s comment on the conclusions drawn from

24. STEPS IN ETHNOGRAPHIC RESEARCH
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1DEFINE THE PROBLEM
What are the issues? The team may have very
specific questions or just a general sense that
more information is needed about a topic. They
put the problem into words to give it structure
and to nail down the objective. This serves as the
“creative brief” in the quest for insights.

25. STEPS IN ETHNOGRAPHIC RESEARCH
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2FIND THE PEOPLE
Who are the people who can most likely shed
light on the questions? Is it somebody who
uses certain products or acts a certain way?
Is it somebody who changes or impacts how
others act? Are they people who live in a certain
environment, culture or geographic location?

26. STEPS IN ETHNOGRAPHIC RESEARCH
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3PLAN AN APPROACH
Figure out a game plan for observations
and interactions with respondents. Create a
set of questions to ask consistently. Include
opportunities for people to show what they own,
what they value and how they do things.

27. STEPS IN ETHNOGRAPHIC RESEARCH
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4COLLECT DATA
Meaningful insights don’t come quickly. The
process involves slowing down, taking everything
in, using all five senses and being curious.
Attitudes, mannerisms, vocabulary and group
dynamics are all important. Of particular interest
is how what you observe supports or contradicts
what people say. Take photographs, video,
audio, handwritten notes and sketches.

28. STEPS IN ETHNOGRAPHIC RESEARCH
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5ANALYZE DATA AND INTERPRET OPPORTUNITIES
This is the most challenging part of any research.
A trained ethnographer brings deep contextual
and cultural understanding to analysis, and gets
beyond the obvious insights derived from casual
observation.
Analysis is time-consuming, but links findings to
a concrete direction. The outcome of the analysis
may include design principles, models, personas,
user scenarios and/or experience frameworks.
Once the data have been analyzed, the team
should be able to tell that story to multiple
audiences, and should have a clear set of “aha’s!”
and next steps.

29. STEPS IN ETHNOGRAPHIC RESEARCH
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6SHARE INSIGHTS
The insights that are generated through
ethnographic research are useful to the whole
team and to the client’s whole organization.
Storytelling and information design can be
used to communicate the value of the work and
the possibilities it holds for creating something
wonderful.
Information that is presented in a visually
compelling way is more likely to intrigue,
inspire and engage. The ethnographer and
the designer together have the ability to make
others see and believe.

30. queries
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31. THANK YO
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