Crash Course 2014: Ethnography & Research (Teresa Derrick, DLab)

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Published on March 16, 2014

Author: ServiceJamLA

Source: slideshare.net

Ethnography  &  Research Service  Jam  LA  |  March  8,  2014 Teresa  Derrick,  DLab

What  is  Ethnography? The  study  of  people  and  their  cultures.    Ethnographic   research  involves  observa:on  of  and  interac:ons  with  the   people  or  group  being  studied  in  the  group’s  own   environment.

Why  do  Ethnography? Uncover  unknowns You’re  not  an  expert The  customer  is  always  right  (their   experience  defines  the  service,   even  if  they’re  “doing  it  wrong”) Empathize  to  understand

Why  empathize? Empathy  and  understanding  drive  insights Insights  drive  opportuni:es Opportuni:es  drive  beKer  service  experiences BeKer  service  experiences  make  happy  customers

Collec:ng  data  in  the  field Observe  users  in  their   natural  environment Interview  to  beKer   understand  their  aNtudes,   beliefs,  values Par.cipate  through   interac:on

Beginner’s  Mindset In the beginner’s mind, there are many possibilities. In the expert’s mind, there are few. —Shunryu Suzuki

Observa:on  Tips Suspend  any  preconceived  no:ons  or  beliefs  -­‐  beginner’s  mindset Use  your  senses What  do  you  see/don’t  see?  (interac:ons,  ar:facts,  non-­‐ verbal  cues) What  do  you  hear?  (sounds,  language,  tone) Take  pictures! “What  people  say,  what  people  do,  and  what  they  say  they  do  are  en.rely  different  things...”  (Margaret  Mead)

What  do  you  see? Ar:factsAr:facts Don’t  assign  judgement,  just  document!

What  do  you  see? Interac:onsInterac:ons During  Synthesis,  you’ll  discuss  &  add  a  POV.

What  do  you  NOT  see? Outlets?Outlets?

What  do  you  experience?    How  does  it...        smell?        feel?        tone  of  people?        emo:ons?

Talking  to  people Introduce  yourself  and  the  research  you  are   conduc:ng  -­‐  keep  it  casual Ask  open-­‐ended  ques.ons  to  gain  a  deeper   understanding  of  what  you’re  observing  and  be  sure   to  probe  to  get  to  the  experiences  &  details: Example  ques:ons: What  is  your  goal  and  what  do  you  do  to   reach  that  goal? Tell  me  about  a  :me/experience  when... Be  curious! Don’t  worry  about  having  a  script  or  taking  notes  -­‐   focus  on  what  they  are  or  aren’t  saying  and  what   you’re  seeing

Ques:ons  to  explore Goals  -­‐  what  are  they  trying  to   accomplish? Objects  -­‐  what  objects  are  important,   how  are  they  used,  who  uses  them? Ac.vi.es/rou.nes  -­‐  what  are  the   series  of  acts  performed? People  involved  -­‐  what  are  their   roles? Environment/place  -­‐  what  places  are   used  for  different  ac:vi:es?

Discover  new  insights  to  validate   your  ideas Gain  an  understanding  of   mo:va:ons  and  behavior Insight  into  pain  points  &   opportuni:es Empathy  -­‐  understand  their   experiences,  mo:va:ons,  &   emo:ons Connec:ng  with  people

Tips  while  out  in  the  field Have  a  beginner’s  mindset  -­‐  leave  any  judgments  or  opinions  based  on  previous   experiences  behind   Break  up  into  small  groups  or  individually  -­‐  divide  and  conquer! Take  pictures  to  document  what  you  are  seeing  -­‐  a  picture  is  worth  a  thousand  words Look  for  verbal  and  non-­‐verbal  cues  to  gain  a  beKer  understanding  of  the  overall  big   picture Take  notes,  but  don’t  be  too  concerned  with  wri:ng  everything  down Talk  to  a  few  people,  if  possible  -­‐  the  more  people  you  can  talk  to  the  beKer! Be  up  front  and  honest  about  who  you  are  &  what  you’re  researching Ask  OPEN  ended  ques.ons  that  allow  people  to  tell  you  their  story.  

Planning  for  field  work Define  your  goals  -­‐  what  do  you   want  to  understand? Who  is  your  target? Where  will  you  go  to  find  them? What  are  some  ques:ons  you   might  ask?

PuNng  it  all  together Create  your  plan  -­‐  who,  what,  when,  where,  and  why Observe  -­‐  Use  your  senses Talk  -­‐  Uncover  experiences  &  details Par.cipate  -­‐  Be  an  ac:ve  par:cipant Document  -­‐  pictures,  notes,  ar:facts Analyze  -­‐  themes  &  paKerns

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