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Turning Messy Data into Practical Value
Ethnography & video studies
● Introductions● Goals for our collaboration● Situating the research methods● Analyzing data from our study● Going deeper and exploring tensions
Overview & schedule
Introductions
IntroductionsWe’ll get to know each other much better over the course of the evening.
For now, introduce yourself and share. Take 1-2 minutes to jot down some notes.
● Your name● Your current title/position● Brief overview of your interest/experience with these methods● Your favorite (choose one)
○ Travel destination
○ Research war story
○ Binge-worthy TV show
Goals for our collaboration
What is a collaboration?
Where facilitators lead a
brainstorming session with
experienced practitioners
and do a “deep dive” into a topic
and attendees present examples and
participate actively
Emma, Chris & Brian!
You!
Ethnography & diary studies
All of us!
What do you hope to gain from this session?Step 1: On sticky notes, write down what you hope to gain from the session: a question, a frustration, a curiosity (the more the better)
Step 2: As a group, we’ll map the themes
Step 3: We’ll prioritize which topics to cover
Situating
Key characteristics
Reflecting on tensions
Situating the research methods
What are the key characteristics of this type of research?Again, let’s brainstorm
Step 1. Write on stickies
Step 2. Map themes
What are the challenges or tensions involved with doing this kind of research? Let’s break into teams:
Make a list of the challenges you have had with these methods.
Qualitative vs. Quantitative
What vs. Why
Noticing vs. explaining
Quick turnaround vs. deep insights
Theoretical vs. practical
Big data vs. deep data
Reflecting on tensions
Why ethnography/video diaries? Why now? These methods
● Privilege context● Explores perspectives from a participant’s perspective● Provide rich insightful data for future decision making
Opportunities
● UX research is moving from fixing problems to informing strategy
Break!
Internal vs External ValidityControlled environments vs uncontrolled
Internal validity - Lab, controlled environment, replication
External Validity - Proximal Similarity Model
Ecological Validity - observation within natural context
Intensity of daily life experiences
People
Places
Time
Environment
Reflecting on our diary study
Debrief from dScout activityThe participant experience
The data
What was your experience being a participant?Brainstorm
Study scenarioWe are a company that puts on professional conferences. We want to understand the experience of people traveling to a conference and the information they may need on the way.
This is an exploratory study to find out more about people’s travel experiences and what information they are seeking along the way.
Together, let’s make sense of our study dataYour stakeholders want a quick preview of some emerging findings
In your teams, let’s take look at the raw data
Highlight 2-3 interesting insights from the study
We’ll ask each team to report out on 1 interesting insight
Communicating the results
How/What will you communicate back to the design team?
If you were going to conduct the study again next time, how would you do it?
Break!
Running your own diary study
Running your own diary study5 steps
5 types of diary studies
5 stepsPlan
Build
Screen
Manage
Analyze
5 types
Moments
Process
Inventory
Reflection
Ideation
Break!
Going deeper & exploring tensions
We’re going to go deeper into the issues we brainstormed at the start of the collaboration.
Issue 1: Data analysis
Issue 2: Reporting
Issue 3: Tools
Going deeper
Data analysis
Reporting results
Tools
Wrapping up
Qualitative vs. Quantitative
What vs. Why
Noticing vs. explaining
Quick turnaround vs. deep insights
Theoretical vs. practical
Big data vs. deep data
Reflecting on tensions
ReflectingWrite down three things from this collaboration that you are taking away from this session (and be ready to share)
What other areas do you feel like you need to learn more about
ResourcesSee the website: https://uxethnography.wordpress.com
Stay in touch!
Emma Rose [email protected]
Christopher LaRoche [email protected] Traynor [email protected]
Additional slides
Reporting results
Storytelling
Ladner, Practical Ethnography p. 163
