Ethnographic Research for Design Innovation

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Ethnographic Research for Design Innovation CHI Atlanta, 25 March 2010 Paul Bryan | Usography Corporation Ethnographic Research for Design Innovation Introduction Topics: What Is Ethnography When To Use Ethnography Ethnography Project Structure Data Collection Methods Data Analysis and Reporting Audience Participation: Ethnography for Resort Guest System 2 Usography (www.usography.com) Ethnographic Research for Design Innovation 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: 3 Usography (www.usography.com) Ethnographic Research for Design Innovation 1) What Is Ethnography? 4 Usography (www.usography.com) Ethnographic Research for Design Innovation What is Ethnography? Ethnography is observing behavior in natural settings 5 Usography (www.usography.com) Ethnographic Research for Design Innovation What is Ethnography? Observation is Powerful! "I was walking one day. I see a guy with … his pants on the ground. That's what gave me an inspiration.” General Larry Platt 6 Usography (www.usography.com) Ethnographic Research for Design Innovation What is Ethnography? Observation is Powerful! 1) Observation: Pants on the ground 2) Dig deeper: Gold in your mouth, hat turned sideways 3) Add perspective: Call yourself a cool cat Looking like a fool 4) Packaging and presentation: Song, American Idol 7 Usography (www.usography.com) Ethnographic Research for Design Innovation What is Ethnography? Anthropological method for describing cultures ➔  Ethnography literally means “writing about people groups” ➔  Formulated in the 1800’s as a method for studying “native” cultures Bronislaw Malinowski with Trobriand Islanders in 1918 8 Usography (www.usography.com) Ethnographic Research for Design Innovation What is Ethnography? Anthropological method for describing cultures ➔  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 9 Usography (www.usography.com) Ethnographic Research for Design Innovation What is Ethnography? Characteristics of ethnographic research: 1. Takes place “in the field” 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 10 Usography (www.usography.com)