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

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  • 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 groups own environment.
  • Why do Ethnography? Uncover unknowns Youre not an expert The customer is always right (their experience denes the service, even if theyre 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 eld Observe users in their natural environment Interview to beKer understand their aNtudes, beliefs, values Par.cipate through interac:on
  • Beginners Mindset In the beginners mind, there are many possibilities. In the experts mind, there are few. Shunryu Suzuki
  • Observa:on Tips Suspend any preconceived no:ons or beliefs - beginners mindset Use your senses What do you see/dont 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 dierent things... (Margaret Mead)
  • What do you see? Ar:factsAr:facts Dont assign judgement, just document!
  • What do you see? Interac:onsInterac:ons During Synthesis, youll 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 youre 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! Dont worry about having a script or taking notes - focus on what they are or arent saying and what youre seeing
  • Ques:ons to explore Goals - what are they trying to accomplish? Objects - what objects are important, how are they used, who uses them? - what are the series of acts performed? People involved - what are their roles? Environment/place - what places are used for dierent 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 eld Have a beginners 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 dont 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 youre researching Ask OPEN ended ques.ons that allow people to tell you their story.
  • Planning for eld work Dene your goals - what do you want to understand? Who is your target? Where will you go to nd 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
  • QuesFons?