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…

3


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


Analysis

ObservaFons & Notes

Coding of acFons and events

Video & Transcript analysis

QDA/Computer assisted analysis

Stats on behaviour

Client objecFves


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?


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


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


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


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


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


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


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



•  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?



•  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


Analysis process, modified Grounded Theory

Interpretation and meaning for objectives

Examples and significance of themes

Key themes emerge

Review data


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



•  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



•  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


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©

neil mc phee ethnography - 2011

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