crash course 2014: ethnography & research (teresa derrick, dlab)
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Ethnography & ResearchService Jam LA | March 8, 2014Teresa Derrick, DLab
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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.
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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
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Why empathize?
Empathy and understanding drive insights
Insights drive opportuni:es
Opportuni:es drive beKer service experiences
BeKer service experiences make happy customers
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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
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Beginner’s Mindset
In the beginner’s mind, there are many possibilities. In the expert’s mind, there are few. —Shunryu
Suzuki
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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)
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What do you see?
Ar:factsAr:facts
Don’t assign judgement, just document!
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What do you see?
Interac:onsInterac:ons
During Synthesis, you’ll discuss & add a POV.
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What do you NOT see?
Outlets?Outlets?
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What do you experience?
How does it... smell? feel? tone of people? emo:ons?
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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
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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?
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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
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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.
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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?
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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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QuesFons?