ux perth - ethnographic studies, contextual enquiries and other qualitative research
Post on 13-Feb-2017
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UX PERTHQUALITATIVE RESEARCH
Michael PalmyrePhD Researcher
Anthropologist & Sociologist
Experience Designer
THE CONTEXTWhere am I speaking from?
Ethnography on witchcraft in Seychelles
What have I done?
What am I exploring?Culture and identity
I explore how cultures and identities are shaped
What does that mean?My methods apply anywhere that human experience is involved
What does this mean for you?
QUALITATIVE?How I see it
‘What’ – surveys, numbers, statistics. Quantity focus.
Quantitative Qualitative
‘How’ and ‘why’ – ethnography, interviews, stories and experiences. Quality focus.
WHY & HOWValue and uses
Timeless data
Rich with information
Broad insights
Facilitate innovation
RESEARCH CONTEXTUnderstand context to understand data
If you are human, you have bias
Formal research makes for constructed results
You frame the context
Adapt to the data as it is generated
WRAPPING IT UPPoints to take home
Humans are unpredictable – our behaviour can’t be quantified
To understand people, we need to talk to them
Human experiences are made up of stories, not statistics
You influence your research results
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