Ethnography 101 by Usography

Ethnography 101

Paul Bryan | Usography Corporation

Usability En Plein Air

Ethnography 101

Usography (www.usography.com) 2

Topics: What Is Ethnography When To Use Ethnography Ethnography Project Structure Data Collection Methods Data Analysis and Reporting

Audience Participation 1: Ethnography for Resort Guest System

Audience Participation 2: Your Ethnographic Research Scenarios

Introduction

Ethnography 101


Introduction

About Usography

Who: User research and design strategy agency

What: E-commerce, employee portals, web apps, information devices

Where: Wherever customers and employees go

For Whom:

Ethnography 101


1) What Is Ethnography?

Ethnography 101


Ethnography is observing behavior in natural settings

What is Ethnography?

Ethnography 101


Anthropological method for describing cultures

➔  Ethnography literally means “writing about people groups”


➔  Formulated in the 1800’s as a method for studying “native” cultures

Bronislaw Malinowski with Trobriand Islanders in 1918

Ethnography 101


Anthropological method for describing cultures


➔  Applied to Market Research in the 1980’s

➔  Research conducted in a natural context: i.e. in the home, in a store, in an airport, in a work place

Ethnography 101


Characteristics of ethnographic research:

1. Takes place “in the field”


2. Observation is primary data collection technique 3. Interviews are used to clarify observations 4. Attention is paid to context and artifacts 5. Field notes coded and analyzed for themes and

variables

Ethnography 101



Usography Ethnographic Research project examples: National mobile carrier

➔ Location: Mobility retail outlets ➔ Target: How people shop for cell phones and carriers

Women’s clothing retailer ➔ Location: Department stores ➔ Target: How women shop for clothing

Financial services provider ➔ Location: In homes ➔ Target: How people manage their finances

International airline ➔ Location: In airports ➔ Target: Information usage of a mobile workforce

Ethnography 101


2) When To Use Ethnography

Ethnography 101


Ethnography produces fresh insights for design strategy

When To Use Ethnography

Ethnography 101


Deciding when Ethnography is the right method

➔  Identify fundamental experience factors


➔  Innovate the mundane ➔  Operationalize key concepts ➔  Discover the unspeakable ➔  Understand cultural variations

Ethnography 101


Aligning research methodology to design phase


Discovery Formulation Evaluation

Ethnography Depth Interviews Survey Formative Usability Evaluative Usability

Design solution does not exist Key concepts not well-defined

Design solution does exist Key variables can be measured

Initiation

Design Concept

Launch

Ethnography 101


3) Ethnography Project Structure

Ethnography 101


Applied Ethnography has well-defined objectives

Ethnography Project Structure

Ethnography 101


Steps in an Ethnography project:

1. Determine the research question or focus


2. Determine the research location and context 3. Determine the data capture methods 4. Design the data capture instruments 5. Recruit participants 6. Obtain access to field

Ethnography 101


Steps in an Ethnography project (cont’d):

7. Set up the tools and materials


8. Conduct the research 9. Reduce the data to essential values 10. Code the data according to themes and sub-themes 11. Report findings and recommendations 12. Determine follow-up research

Ethnography 101


Female Apparel Shop Along

1. Question: What web site shopping feature would help female customers find clothes to buy online?

Example: Apparel Category Filters

2. Location: Apparel stores 3. Data collection method: Video ethnography 4. Data capture format: Video captured into Mac and

edited in Final Cut 5. Recruiting: Newspaper ad 6. Access to field: Personal visit to store managers and

owners explaining study, requesting permission to include store

Ethnography 101


Female Apparel Shop Along

7. Set up: Select area of store for equipment, follow participants as they shop and comment

8. Research completed 9. Reduce data to key quotes and observations 10. Code the data 11. Findings: Key concepts, highlight video 12. Follow-up research: In-home study, survey to

determine relative population of segments


Ethnography 101


Text analysis: Review data to discover themes


Discover common themes:

Appropriateness Value Fit Personality Appeal Matching Style

Video Transcript

I'm not completely confident that this goes together It's casual and conservative and it fits really well. I'm a little concerned about these pockets. It's different from the typical teacher outfit, it has a touch of style. I don't like things that are too loud or flashy. I like a sense of casuality. This is nice. It's not overly loud. The things in this store are a little older looking. They're not modern enough. This looks like it would fit a cruise dinner. It's bright, fun, flashy, not formal. It looks like it will fit a party atmosphere. I like the bright colors. I got stopped by these dresses. it's kind of tight around the bottom. This looks appropriate for a casual dinner date. this dress looks perforct for a cruise dinner. I look good in this. It hugs tightly around the hops.. This dress is funky and colorful. It's not too bright. It's strapless and has a sweetheart neckline. This would go with a tight pair of jeans. This is an everyday kind of outfit, you can go out casually in it. it's free flowing and has an odd shape, not my style at all. This is my favorite outfit of today. i love it. It looks good on me and accentuates what i want to accentuate. This skirt is stylish, fun, playful, colors are great, its the perfect length and the fit is just right.

Ethnography 101


Text analysis: Create a table of quotes and apply codes


Sort the coded data by theme and distill to key concepts.

Highlight concepts that have the greatest impact on targeted behaviors.

Ethnography 101


Text analysis: Isolate key dimensions

➔  Value = (Wear frequency x Matchability)/Price

➔  Personality: Clothes portray the wearer’s mood, character, position, or personality: fun, simple elegance, or more nuanced personality

➔  Packaging: How do I look in it, fit, size, cut, draping, length


Ethnography 101


4) Data Collection Methods

Ethnography 101


Ethnography produces a feast of rich data

Data Collection Methods

Ethnography 101


(Participant) Observation

➔  The “original” ethnographic research method


➔  With or without video ➔  Coupled with informant debriefs

Ethnography 101


Participant observation tips

➔  Focus on behaviors that reveal key design concepts


➔  Capture cases at opposite ends of scale ➔  Look for the unseen behavioral scaffolding ➔  Be the foreigner ➔  Follow the golden rule

Ethnography 101


Supplemental research methods include:

➔  Artifact analysis


➔  Context mapping ➔  Participant diaries, collages, or photojournals ➔  Shop along ➔  Digital Ethnography (…Webnography?)

Ethnography 101


Context Mapping Template:


Ethnography 101


5) Data Analysis and Reporting

Ethnography 101


Ethnography results in actionable findings

Data Analysis and Reporting

Ethnography 101


Steps in Ethnography data analysis and reporting:

➔  Review complete data set

Data Analysis and Reporting

➔  Text analysis and coding (Atlas.ti, nVivo,, HyperResearch)

➔  Themes and variables ➔  Mental, behavioral, experience model ➔  Findings and recommendations ➔  Design strategy, concept

Ethnography 101


Audience Participation 1:

Plan an Ethnography study for hotel resort guest system

Ethnography 101


Audience Participation 2:

Discuss audience Ethnography research scenarios

Ethnography 101


Appendix: Ethnography References & Resources

Ethnography 101


References and Resources

1) Anthrodesign. A professional forum created and moderated by Dr. Natalie Hanson, Director of User Experience Services at SAP. Sign up at http://www.anthrodesign.com.

2) Bernard, H. Russell (2006), Research Methods in Anthropology: Qualitative and Quantitative Methods, Fourth Edition. Altamira Press.

3) Faulkner, Susan (2007), Real Reality TV: Using Documentary-Style Video to Place Real People at the Center of the Design Process. Intel Technology Journal, Volume 11, Issue 01.

4) Gobo, Giampietro (2008), Doing Ethnography. Sage Publications.

5) Hammersley, M. and Atkinson, P. (2007) Ethnography: Principles in Practice, Third Edition. Routledge.

6) Handwerker, W. Penn (2001). Quick Ethnography. Altamira Press.

7) Mariampolski, Hy (2006), Ethnography for Marketers: A Guide to Consumer Immersion. Sage Publications.