EthnographyEthnography

A ‘How to’ GuideA ‘How to’ Guide

ByBy

Carl HudsonCarl Hudson

OutlineOutline IntroductionIntroduction

What is Ethnography? What is Ethnography? Who invented it?Who invented it? Why would we use it? Why would we use it? When/where is it used in the design cycle?When/where is it used in the design cycle?

MethodologyMethodology How to conduct it.How to conduct it. How to collect and analyze data.How to collect and analyze data. How to write a report.How to write a report. Dos & Don’tsDos & Don’ts Advantages & DisadvantagesAdvantages & Disadvantages

ExampleExample

What is Ethnography?What is Ethnography?

Defined as: Defined as: a method of observing human interactions in a method of observing human interactions in

social settings and activities (Burke & Kirk, 2001)social settings and activities (Burke & Kirk, 2001) as the observation of people in their ‘cultural as the observation of people in their ‘cultural

context’ context’ the study and systematic recording of human the study and systematic recording of human

cultures; cultures; alsoalso :: a descriptive work produced from a descriptive work produced from such research (Merriam-Webster Online)such research (Merriam-Webster Online)

Rather than Rather than studyingstudying people from the outside, people from the outside, you you learn fromlearn from people from the inside people from the inside

(Anderson, 1997; Malinowski, 1967; (Anderson, 1997; Malinowski, 1967; 1987; Kuper 1983)1987; Kuper 1983)

Who Invented Ethnography?Who Invented Ethnography? Invented by Bronislaw Malinowski in 1915Invented by Bronislaw Malinowski in 1915

Spent three years on the Trobriand Islands (New Spent three years on the Trobriand Islands (New Guinea)Guinea)

Invented the modern form of fieldwork and Invented the modern form of fieldwork and ethnography as its analytic componentethnography as its analytic component

(Anderson, 1997; Malinowski, 1967; (Anderson, 1997; Malinowski, 1967; 1987; Kuper 1983)1987; Kuper 1983)

Who Invented Ethnography?Who Invented Ethnography?

Documented three Documented three types of datatypes of data Detailed Detailed

description of day description of day to day life and to day life and activitiesactivities

All stories, All stories, narratives, myths, narratives, myths, etc.etc.

Synoptic ChartsSynoptic Charts

(Salvador & Mateas, 1997)(Salvador & Mateas, 1997)

Traditional VS Design EthnographyTraditional VS Design Ethnography

TraditionalTraditional Describes cultures Describes cultures Uses local languageUses local language ObjectiveObjective Compare general Compare general

principles of societyprinciples of society Non-interferenceNon-interference Duration: Several YearsDuration: Several Years

DesignDesign Describes domains Describes domains Uses local language Uses local language SubjectiveSubjective Compare general Compare general

principles of designprinciples of design InterventionIntervention Duration: Several Duration: Several

Weeks/MonthsWeeks/Months

Why do an Ethnographic Study?Why do an Ethnographic Study?

““Things aren’t always what they seem”Things aren’t always what they seem” Practitioners/ ‘Natives’ are not always the best Practitioners/ ‘Natives’ are not always the best

people people Lack insight Lack insight DiscoveryDiscovery

N.B. – ethnographer should guide design team, N.B. – ethnographer should guide design team, not vice versa.not vice versa.

When & Where is it used in the When & Where is it used in the Design Process?Design Process?

Pre-design Pre-design During design During design Evaluation StageEvaluation Stage Depends on time Depends on time

constraints and when it constraints and when it was first implemented.was first implemented.

The sooner, the better.The sooner, the better. Ethnographer should be Ethnographer should be

seen as a key member of seen as a key member of the design team.the design team.

MethodologyMethodology

Step 1: PreparationStep 1: Preparation

Step 2: Field StudyStep 2: Field Study

Step 3: AnalysisStep 3: Analysis

Step 4: ReportingStep 4: Reporting

(Rose et al., 1995)(Rose et al., 1995)

Step 1: Preparation Step 1: Preparation

Familiarize yourself with:Familiarize yourself with: Organization policiesOrganization policies Work cultureWork culture Current System & its historyCurrent System & its history

Identify the Focus of the StudyIdentify the Focus of the Study Set initial goals and prepare Set initial goals and prepare

questions. questions. Can be Can be guidedguided by designer goals by designer goals

Gain access and permissionGain access and permission Gate-keepers vs. SponsorsGate-keepers vs. Sponsors

(Rose et al., 1995)(Rose et al., 1995)

Step 2: Field StudyStep 2: Field Study

Field notes, audio, or video Field notes, audio, or video recording. recording.

Follow any leadsFollow any leads

Establish rapport with managers and users. Establish rapport with managers and users. Record everything: Record everything:

your visits, observations, impressions, feelings, hunches, your visits, observations, impressions, feelings, hunches,

emerging questions, etc.emerging questions, etc.ASAP for accuracy ASAP for accuracy Be Meticulous!!!Be Meticulous!!!

(Rose et al., 1995)(Rose et al., 1995)

Step 3: Analysis Step 3: Analysis

Compile data into databases:Compile data into databases: NumericalNumerical TextualTextual Multimedia Multimedia

Quantify data and compile Quantify data and compile statistics. statistics.

Reduce and Interpret Data. Reduce and Interpret Data. Review and Redevelop Ideas.Review and Redevelop Ideas.

(Rose et al., 1995)(Rose et al., 1995)

Step 4: ReportingStep 4: Reporting

Consider multiple Consider multiple audiences and audiences and respective goals. respective goals.

Prepare a report and Prepare a report and present the findings. present the findings.

Have debriefing Have debriefing meetingsmeetings

(Randall/Rouncefield, CSCW 1996 T(Randall/Rouncefield, CSCW 1996 Tutorial)utorial)

Ethnographic Report Ethnographic Report

Purpose Statement Purpose Statement Executive SummaryExecutive Summary Main Body Main Body Future ResearchFuture Research Appendix Appendix DebriefingDebriefing

(Nielsen, 2002)(Nielsen, 2002)

Dos & Don’ts Dos & Don’ts

Don’tDon’t Ask simple Yes/No Ask simple Yes/No

questionsquestions Ask leading questionsAsk leading questions Use unfamiliar jargonUse unfamiliar jargon Lead/guide the ‘user’ Lead/guide the ‘user’

DoDo Ask open-ended Ask open-ended

questionsquestions Phrase questions Phrase questions

properly to avoid biasproperly to avoid bias Speak their languageSpeak their language Let user notice things Let user notice things

on his/her own on his/her own

AdvantagesAdvantages

‘‘Real-world’ dataReal-world’ data Provides in-depth Provides in-depth

understanding of people understanding of people in an organization.in an organization.

DiscoveryDiscovery Can be economical (if Can be economical (if

you ‘do it yourself’). you ‘do it yourself’).

DisadvantagesDisadvantages

Context too specificContext too specific ‘‘Going native’ Going native’ Must negotiate access Must negotiate access Time & Money Time & Money Data is messy and often unstructured. Data is messy and often unstructured. How do you assess significance? How do you assess significance?

Potential ProblemsPotential Problems

CommunicationCommunication Ethnographers VS Software Engineers Ethnographers VS Software Engineers Solved via Iterative approach.Solved via Iterative approach.

Multiple RolesMultiple Roles Time & MoneyTime & Money GeneralizabilityGeneralizability

Example: Example: Taxi Cab – Dispatch System Taxi Cab – Dispatch System

The design team wishes to implement a new The design team wishes to implement a new computerized cab-dispatch system. The company has computerized cab-dispatch system. The company has hired ethnographers to determine what problems exist hired ethnographers to determine what problems exist with the current system. Specifically - what problems with the current system. Specifically - what problems arise when using the device while driving?arise when using the device while driving?

Step 1: PreparationStep 1: Preparation FamiliarityFamiliarity Focus of the study.Focus of the study. Who are the Gatekeepers? Sponsors?Who are the Gatekeepers? Sponsors? How much time do you have?How much time do you have? Resources available?Resources available? How will we record data?How will we record data?

Step 2: StudyStep 2: Study

Establish rapport with drivers and dispatchersEstablish rapport with drivers and dispatchers Emerging Issues (Leads):Emerging Issues (Leads):

How does the interface perform at different times of day? How does the interface perform at different times of day? Rush-hour, Day/Night?Rush-hour, Day/Night?

What features should be added/subtracted from current What features should be added/subtracted from current system? Weather, traffic reports?system? Weather, traffic reports?

What info given by the dispatch system is most important? What info given by the dispatch system is most important? Least important?Least important?

Daily Flow-of-Work (not workflow)Daily Flow-of-Work (not workflow) Ask exploratory/probing questionsAsk exploratory/probing questions

Step 3: AnalysisStep 3: Analysis

Look for emerging patterns in the dataLook for emerging patterns in the data Create data charts. Create data charts. Glare/ Contrast issues?Glare/ Contrast issues? Vision Acuity? Color perception?Vision Acuity? Color perception? Clutter Issues Clutter Issues Group DynamicsGroup Dynamics

Step 4: ReportingStep 4: Reporting

Report findings frequently with designersReport findings frequently with designers Speak their language.Speak their language.