Download - Neil mc phee ethnography - 2011
A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/
For more informaFon about NewMR events visit newmr.org
Analysis in Ethnographic Work Neil McPhee, Nuance Research & ETHNOS Consultants©
Nuance Research Ltd. context• meaning• understanding• solu6ons 2
Analysis in Ethnographic work
Neil McPhee Nuance Research & ETHNOS Consultants©
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
ANALYSIS
Well, now that you’ve got it…
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Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Analysis & Usage
• Most oXen mis-‐understood research tool available • Mis-‐selling by many agencies • Mis-‐purchasing by many clients • “BIG BROTHER” effect in general • Over-‐simplisFc percepFon by many clients/agencies • WYSIWYG
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Analysis
ObservaFons & Notes
Coding of acFons and events
Video & Transcript analysis
QDA/Computer assisted analysis
Stats on behaviour
Client objecFves
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Analysis & Usage
• If you don’t know where you are going, then all roads lead there • Make sure you know what issue/problem you are trying to solve • Clearly defined issues or quesFons drive the analysis!
• What to include/omit?
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Recording data is essenFal • Videos, notes, diagrams etc allow you to make counts and paGerns of behaviour • E.g. in a 1 hour session of cooking
• Used hob 13 Fmes • Used waste bin 4 Fmes • Spent 5 minutes looking for utensils • Climbed kitchen steps 8 Fmes • Bent low 3 Fmes • Etc
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Recording data is essenFal
• Text transcripts allow you to make similar analyses of speech/language • QDA is great…providing you have a transcript and a codificaFon system
• And Fme • And a staff to help
• A full, mulF country ethnography can give hundreds of hours film, notes, etc
• And we haven’t taken account of language translaFon etc yet
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Key shooFng guides Keep them short and simple
• They are not questionnaires
Example for Shopping & Cooking Ethnography
Internal • Kitchen • Storage • Cupboards • Shelves • Waste
• “dining or living” rooms
External • Waste Bins • Notice boards/shopping lists/ fridge fronts/Etc
Shopping • Accompanied visits • Where • What
• Criteria/reactions to packaging • Return home with shopping • Unpacking • Storage • Packaging usage/reactions
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Scope and topics: what are we looking at
ü PoliFcs ü Race and ethnic relaFons ü Religion ü Social networks ü StraFficaFon ü Urban and rural ü Urban and rural ü Work and industry
ü Culture ü Criminality, law and
punishment ü Economics ü Environment ü EducaFon ü Family ü Health and illness ü Media ü Psychology
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
What are we looking at and for?
• NLP Metaprogrammes: Interest Filter • People • Places • Things • AcFons and acFviFes • InformaFon
• Ethnography should reflect these points of focus when we are with the respondent
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
What Ethnographers Look For
• Spontaneous events and behaviors • Opening of mail, creaFng shopping lists, reading papers, listening to phone conversaFons, watching TV
• Shopping experience, errands, community meeFngs • House and furnishings, inside and outside
• Icons, symbols of religion, poliFcs, educaFon, trophies • Photographs, heirlooms, collecFbles, art • Books, videos, magazines
• InteracFons • Walks in parks, playFme, school and family dynamics, channg with neighbours, relaFves stopping by
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Pros and Cons of Video
• Videotaping oXen requested/expected by clients, and usually the prime recording medium
• So desirable on surface • Almost by definiFon, on netnography • A truly authenFc film of behaviors seems advantageous • Can be shown to team members who weren’t at ethnographies
• Quality can be an issue • Technical • Content
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Pros and Cons of Video
• Respondents may feel self-‐conscious or act as if on TV • But IMHO, this is over-‐exaggerated per se
• Video is such a common experience now • Reality TV has denuded it of some hesitancy
• DeleFon/DistorFon & GeneralisaFon much more of an issue • What to include/exclude? • Who decides? • Do you have a complete (self) filmed experience?
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Pros and Cons of Video
• Hours of videotape to go through, hard to manage, find right clips
• EdiFng is a hard work, takes addiFonal days and weeks
• Differences between UK and USA on film “quality” • In USA, Client expectaFons for filmmaking are high
• unless it’s spectacular, your efforts look amateurish • In UK, “natural” can mean “genuine” • But most film need soundtracks, voiceovers, translaFons etc
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Analysis process, modified Grounded Theory
Interpretation and meaning for objectives
Examples and significance of themes
Key themes emerge
Review data
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Analysis tools & approaches
• Freehand • Paper & pen approach • Review materials by repeated exposure/viewing/reading
• Form themaFc paGerns, draw up example shortlist
• Can enter digital Fme codes for subsequent clip selecFon
• Allows for rolling hypotheses to be developed
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Analysis tools & approaches
• Excel • As above, but using a more formalised approach
• Two dimensional table • “QuesFons” x “Respondents” • Real benefit from transcript • But can work with a freehand approach, too • Can enter digital Fme codes for subsequent clip selecFon
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Analysis tools & approaches
• Text/QDA QDanalysis soXware, like Atlas/F and QSR NVivo 9.0 NUD*IST, but also… • AnnoTape 2.0 • Aquad Five 6.0 • Automap 3.02D • C-‐I-‐SAID • EZ-‐TEXT 3.06C • HyperQual • HypersoX • HyperResearch 3.0.1 • Kwalitan 5.11 • MaxQDA 10 • Prospero 7.0 • QDA-‐Miner 3.2.4 • Qualrus • RCDQA 0.1.9 RC2 • SONAR • Textbase Alpha • The Ethnograph 6.0 • WeX QDA 1.0.1
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Thank you Analysis in Ethnographic work
Neil McPhee Nuance Research & ETHNOS Consultants©
Speaker Neil McPhee, Nuance Research, UK NewMR Ethnography, May 25, 2011
Q & A
Ray Poynter The Future Place
Neil McPhee Nuance Research
Nuance Research Ltd. context• meaning• understanding• solu6ons 22
Neil McPhee Nuance Research Ltd & Ethnos Consultants neil@nuance-‐research.co.uk +44 77 14 15 22 11 +44 12 75 37 16 72
A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/
For more informaFon about NewMR events visit newmr.org
Analysis in Ethnographic Work Neil McPhee, Nuance Research & ETHNOS Consultants©