crash course 2014: ethnography & research (teresa derrick, dlab)
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Ethnography & ResearchService Jam LA | March 8, 2014Teresa 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 group’s own environment.
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
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 field
Observe users in their natural environment
Interview to beKer understand their aNtudes, beliefs, values
Par.cipate through interac:on
Beginner’s Mindset
In the beginner’s mind, there are many possibilities. In the expert’s mind, there are few. —Shunryu
Suzuki
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)
What do you see?
Ar:factsAr:facts
Don’t assign judgement, just document!
What do you see?
Interac:onsInterac:ons
During Synthesis, you’ll 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 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
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?
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 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.
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?
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?