ray poynter ethnography - 2011
TRANSCRIPT
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
Ethnography 101 Ray Poynter, The Future Place
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Ethnography 101
Ray Poynter The Future Place
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
The study of people in a social context
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Qual Quant
Ethnography
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
The Lived Experience
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
“..it is a family of methods involving direct and sustained social contact with agents, and of richly wriFng up the encounter, respecFng, recording, represenFng at least partly in its own terms, the irreducibility of human beings.”
Willis and Trondman, 2000
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Typical Ethnography Includes
1. Field research 2. Participant observations / informal
discussions + variety of others
3. Unstructured data collection 4. Small number of cases 5. Resulting in an explication
Adapted from Hammersley & Atkinson
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Spectrum of Roles
Complete Observer
Complete ParFcipant
ParFcipant/Observer
Adapted from Junker (1960), Gold (1958)
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Auto-‐ethnography Autobiography
Diaries Experien5al Blogs Mass Observa5on
WE research
Jason Di>on
Known to self Unknown to self
Willing to
share
Un-‐willing to
share
Tim Edensor
Leslie Salzinger
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Situated
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Reflexivity
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
“Ethnography is that form of inquiry and wriFng that produces descripFons and accounts about the ways of life of the writer and those wriGen about.”
Denzin, 1997
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Ethnography and
Market Research
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Stan Sthanunathan VP, marketing strategy and insights, Coca-Cola
“It’s about understanding the human condiFon. We’re too focused on understanding consumpFon behaviour and shopping behaviour. We need to understand the human condiFon, which you’ll only know by observing, listening, synthesising and deducing.”
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Good, immersive, in-‐depth
Ethnography
Research loosely inspired by Ethnography
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Debates in Ethnography
• Insider/Outsider Myths • Can observation be ethnography • Neutral or emancipatory • Naturalism versus anti-realism • The generalisability of findings • The usefulness of findings
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Thank you
Ray Poynter The Future Place
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Q & A
Ray Poynter The Future Place
Sue York The Future Place
Speaker Ray Poynter, The Future Place, UK NewMR Ethnography, May 25, 2011
Ray Poynter
Read Ray’s blog @ hGp://thefutureplace.typepad.com/ Follow Ray’s tweets at @ hGp://twiGer.com/raypoynter Connect with Ray on LinkedIn @ hGp://uk.linkedin.com/in/raypoynter Find out about Ray’s book at @ hGp://bit.ly/cmFnbo
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
Ethnography 101 Ray Poynter, The Future Place