ethnography 101 by usography
DESCRIPTION
Ethnography 101 presented by Paul Bryan of Usography at the Usability Professionals Association (UPA) conference 2010 in Munich, Germany. Ethnography is a field research method that can be used to understand the needs, behaviors, and decision-making factors of consumers in a natural environment. This presentation shows how Usography has applied ethnographic methods to e-commerce design strategy, giving a step-by-step process description.TRANSCRIPT
Ethnography 101
Paul Bryan | Usography Corporation
Usability En Plein Air
Ethnography 101
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Topics: What Is Ethnography When To Use Ethnography Ethnography Project Structure Data Collection Methods Data Analysis and Reporting
Audience Participation 1: Ethnography for Resort Guest System
Audience Participation 2: Your Ethnographic Research Scenarios
Introduction
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Introduction
About Usography
Who: User research and design strategy agency
What: E-commerce, employee portals, web apps, information devices
Where: Wherever customers and employees go
For Whom:
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1) What Is Ethnography?
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Ethnography is observing behavior in natural settings
What is Ethnography?
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Anthropological method for describing cultures
➔ Ethnography literally means “writing about people groups”
What is Ethnography?
➔ Formulated in the 1800’s as a method for studying “native” cultures
Bronislaw Malinowski with Trobriand Islanders in 1918
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Anthropological method for describing cultures
What is Ethnography?
➔ Applied to Market Research in the 1980’s
➔ Research conducted in a natural context: i.e. in the home, in a store, in an airport, in a work place
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Characteristics of ethnographic research:
1. Takes place “in the field”
What is Ethnography?
2. Observation is primary data collection technique 3. Interviews are used to clarify observations 4. Attention is paid to context and artifacts 5. Field notes coded and analyzed for themes and
variables
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What is Ethnography?
Usography Ethnographic Research project examples: National mobile carrier
➔ Location: Mobility retail outlets ➔ Target: How people shop for cell phones and carriers
Women’s clothing retailer ➔ Location: Department stores ➔ Target: How women shop for clothing
Financial services provider ➔ Location: In homes ➔ Target: How people manage their finances
International airline ➔ Location: In airports ➔ Target: Information usage of a mobile workforce
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2) When To Use Ethnography
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Ethnography produces fresh insights for design strategy
When To Use Ethnography
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Deciding when Ethnography is the right method
➔ Identify fundamental experience factors
When To Use Ethnography
➔ Innovate the mundane ➔ Operationalize key concepts ➔ Discover the unspeakable ➔ Understand cultural variations
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Aligning research methodology to design phase
When To Use Ethnography
Discovery Formulation Evaluation
Ethnography Depth Interviews Survey Formative Usability Evaluative Usability
Design solution does not exist Key concepts not well-defined
Design solution does exist Key variables can be measured
Initiation
Design Concept
Launch
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3) Ethnography Project Structure
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Applied Ethnography has well-defined objectives
Ethnography Project Structure
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Steps in an Ethnography project:
1. Determine the research question or focus
Ethnography Project Structure
2. Determine the research location and context 3. Determine the data capture methods 4. Design the data capture instruments 5. Recruit participants 6. Obtain access to field
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Steps in an Ethnography project (cont’d):
7. Set up the tools and materials
Ethnography Project Structure
8. Conduct the research 9. Reduce the data to essential values 10. Code the data according to themes and sub-themes 11. Report findings and recommendations 12. Determine follow-up research
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Female Apparel Shop Along
1. Question: What web site shopping feature would help female customers find clothes to buy online?
Example: Apparel Category Filters
2. Location: Apparel stores 3. Data collection method: Video ethnography 4. Data capture format: Video captured into Mac and
edited in Final Cut 5. Recruiting: Newspaper ad 6. Access to field: Personal visit to store managers and
owners explaining study, requesting permission to include store
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Female Apparel Shop Along
7. Set up: Select area of store for equipment, follow participants as they shop and comment
8. Research completed 9. Reduce data to key quotes and observations 10. Code the data 11. Findings: Key concepts, highlight video 12. Follow-up research: In-home study, survey to
determine relative population of segments
Example: Apparel Category Filters
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Text analysis: Review data to discover themes
Example: Apparel Category Filters
Discover common themes:
Appropriateness Value Fit Personality Appeal Matching Style
Video Transcript
I'm not completely confident that this goes together It's casual and conservative and it fits really well. I'm a little concerned about these pockets. It's different from the typical teacher outfit, it has a touch of style. I don't like things that are too loud or flashy. I like a sense of casuality. This is nice. It's not overly loud. The things in this store are a little older looking. They're not modern enough. This looks like it would fit a cruise dinner. It's bright, fun, flashy, not formal. It looks like it will fit a party atmosphere. I like the bright colors. I got stopped by these dresses. it's kind of tight around the bottom. This looks appropriate for a casual dinner date. this dress looks perforct for a cruise dinner. I look good in this. It hugs tightly around the hops.. This dress is funky and colorful. It's not too bright. It's strapless and has a sweetheart neckline. This would go with a tight pair of jeans. This is an everyday kind of outfit, you can go out casually in it. it's free flowing and has an odd shape, not my style at all. This is my favorite outfit of today. i love it. It looks good on me and accentuates what i want to accentuate. This skirt is stylish, fun, playful, colors are great, its the perfect length and the fit is just right.
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Text analysis: Create a table of quotes and apply codes
Example: Apparel Category Filters
Sort the coded data by theme and distill to key concepts.
Highlight concepts that have the greatest impact on targeted behaviors.
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Text analysis: Isolate key dimensions
➔ Value = (Wear frequency x Matchability)/Price
➔ Personality: Clothes portray the wearer’s mood, character, position, or personality: fun, simple elegance, or more nuanced personality
➔ Packaging: How do I look in it, fit, size, cut, draping, length
Example: Apparel Category Filters
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4) Data Collection Methods
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Ethnography produces a feast of rich data
Data Collection Methods
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(Participant) Observation
➔ The “original” ethnographic research method
Data Collection Methods
➔ With or without video ➔ Coupled with informant debriefs
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Participant observation tips
➔ Focus on behaviors that reveal key design concepts
Data Collection Methods
➔ Capture cases at opposite ends of scale ➔ Look for the unseen behavioral scaffolding ➔ Be the foreigner ➔ Follow the golden rule
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Supplemental research methods include:
➔ Artifact analysis
Data Collection Methods
➔ Context mapping ➔ Participant diaries, collages, or photojournals ➔ Shop along ➔ Digital Ethnography (…Webnography?)
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Context Mapping Template:
Data Collection Methods
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5) Data Analysis and Reporting
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Ethnography results in actionable findings
Data Analysis and Reporting
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Steps in Ethnography data analysis and reporting:
➔ Review complete data set
Data Analysis and Reporting
➔ Text analysis and coding (Atlas.ti, nVivo,, HyperResearch)
➔ Themes and variables ➔ Mental, behavioral, experience model ➔ Findings and recommendations ➔ Design strategy, concept
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Audience Participation 1:
Plan an Ethnography study for hotel resort guest system
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Audience Participation 2:
Discuss audience Ethnography research scenarios
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Appendix: Ethnography References & Resources
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References and Resources
1) Anthrodesign. A professional forum created and moderated by Dr. Natalie Hanson, Director of User Experience Services at SAP. Sign up at http://www.anthrodesign.com.
2) Bernard, H. Russell (2006), Research Methods in Anthropology: Qualitative and Quantitative Methods, Fourth Edition. Altamira Press.
3) Faulkner, Susan (2007), Real Reality TV: Using Documentary-Style Video to Place Real People at the Center of the Design Process. Intel Technology Journal, Volume 11, Issue 01.
4) Gobo, Giampietro (2008), Doing Ethnography. Sage Publications.
5) Hammersley, M. and Atkinson, P. (2007) Ethnography: Principles in Practice, Third Edition. Routledge.
6) Handwerker, W. Penn (2001). Quick Ethnography. Altamira Press.
7) Mariampolski, Hy (2006), Ethnography for Marketers: A Guide to Consumer Immersion. Sage Publications.