How to Use Tablets for Digital Ethnography

How to Use Tablets for Digital Ethnography

May 16, 2013

Friday, May 17, 13

Webinar Agenda

• Ethnography

• Why Ethnography is Important

• Digital Ethnography

• Examples and Case Study

• What/How Can You Capture?

• Analysis

• Wrap Up and Q&A SessionGina Yeagley

Director of Marketing Survey Analytics

Andrew Jeavons CEO

Survey Analytics

www.surveyanalytics.comFriday, May 17, 13

http://www.surveyanalytics.com


Ethnography




Ethnography

www.surveyanalytics.com

Ethnography is a qualitative research design aimed at exploring cultural phenomena. It represents the culture of a people or a subgroup.

.What it meant by culture ? Anything..

Amazonian Indian culture

Claude Levi-Strauss

Ethnographers as participant observers...

'I hate traveling and explorers'

Friday, May 17, 13



Why is Ethnography Important?


Quantitative methods have limits. Not everything can fit in a cross tab or a t-test.

Quantitative can’t easily explore things like imagery or symbolism or the emergence of fashions - of any form

Some aspects of culture can be observed but not necessarily measured.

Friday, May 17, 13

Why is Ethnography Important?


Differences in cultures internationally are things that cannot always be quantitatively defined or measured.

How people behave in situations can be hard to quantify but can be observed.

Friday, May 17, 13

Digital Ethnography




Digital Ethnography Benefits


Different forms of data can be captured very efficiently with technology

Less observer influence

Scoring and Reliability Tests

Capture cultural context more easily -behavior does not occur in a vacuum.

Preserves behavioral environment.

Friday, May 17, 13



Digital Equipment in Ethnography


“....ethnographers have taken full advantage of technological developments such as motion pictures and tape recorders

to augment their written reports...”

Encyclopedia Brittanica 2003.

Means and devices...

Why Use Tablets/Smartphones/Mobile Technology?

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Example #1

Observe and Capture Photos and Video of How People Interact with Certain Shelves

and Displays




Example #2


How Are People Celebrating the Super Bowl?

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Example #2 Results



More People Watched the Game at Home

Than at a Bar or Pub

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Example #2 Results



Non Alcoholic Drinks Were Just as Prevalent

as Liquor or Beer

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Example #3




Example # 3 Results




Example #3 Results




Challenges of Digital Ethnography


Identifying Objects, Brands and SimilaritiesHow Can You Categorize the Data Collected?

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Case Study


A Major European University

An Algorithm to Categorize the Images

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An Easier Way to Observe


More versatilityGet Results Faster

Allows Better Interpretation and Analysis

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What Can Be Captured?


ObservationsPhotos, Videos, Sounds

Location Mapping

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A suite of interconnected and easy-to-use information collection and analysis tools, including online surveys, mobile data collection, advanced analytics and data visualization.

Survey Analytics Overview

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Text

Some of Our Clients




Types of Questions To Use


Informal Questions about Day to Day Life

Capturing Photos and Video of Reactions

Where Are You Observing? (Map Locator)

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Question Types Available


Image/Video/Sound

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Question Types Available


Automatic Location Mapping

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Analyzing The Captured Data


Segment Your Data (By Gender, Age, Location, etc.)

Learn the Differences in Each Community/Culture

Export and Share Results

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What Will You Gain?


Capture Cultural ContextAll Information Stored in One Place

International Development Capabilities“Way Forward”

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Questions?

Friday, May 17, 13

THANK YOU FOR JOINING US

Phone: 1(800) 326-5570

E-mail: [email protected]

Website: www.surveyanalytics.com

Friday, May 17, 13

mailto:[email protected]

mailto:[email protected]

