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Confiden’al Copyright © 2016 February 29, 2016 1 Ethnographic & Observa3onal Research Methods Dr. Ami Becker
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Ethnographic&Observa3onalResearchMethodsDr.AmiBecker
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WhatisEthnography?EthnographyderivesfromtheGreekword“ethnos”meaningfolk,people,na'onand“grapho”meaningwrite.Wikipediadefinesitas“thesystema'cstudyofpeopleandcultures.”
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ConsumerEthnographyObservingconsumersandusersinterac'ngwithproducts,systems,peopleandfeaturesoftheenvironmentoutintherealworldisagreatwaytobuildempathyandtoiden'fyopportuni'esforinnova'on.
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TheEthnographicApproachEthnographyisapar'cularapproachtoresearchingpeopleandculture.Whilethefounda'onofethnographicresearchiscarefulobserva'onanddocumenta'on,thereareavarietyoftoolsandmethodsthatmaybeemployed.
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ToolsandTechniquesWeuseanumberoftoolsandtechniquestoprovidearichpictureofconsumerbehavior:• Audioandvideorecordings• Photostudies• Journaling• Storytelling• Ar'factanalysis
Somesamplemethodsfollow:
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FlyontheWallThisisamethodweuseinpublicandsemi-publicspacestoobservehowpeopleinteractwithaproductorsystem,aswellaswithothersintheenvironment.Flyonthewallis“pure”observa'on,sincepeoplegenerallyarenotawaretheyarebeingobserved.
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ShadowingInthismethod,wefollowandobserveresearchpar'cipantsastheygoabouttheirnormalrou'ne—usingaproduct,execu'ngaprocessorperformingjobsortasks—whiletryingtoremainasinvisibleaspossible.
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VideoStudy
Some'mesweusevideoandaudiorecordingsasanalterna'vetoliveshadowingwhentheobservedbehaviorneedstobemorenaturalis'c(sinceit’seasiertoforgetaboutacamerathanahumanfollowingyou).
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ContextualInquiryTalkingtopeopleinthecontextofuseenablesustoobserveandbe`erunderstandtheirac'vi'es,feelings,opinions,mo'va'onsandneeds.
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TouchstoneToursWealsoaskconsumerstoofferaglimpseintotheirworldbyleadingatouroftheirenvironments—openingdrawersandcabinets,pursesandbriefcases,lunchboxesandbookbags—sothatwecanlearnabouttheproductstheyuseanddetailsabouthowtheystoreandcarrythem.
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Thebestinnova'onstartswiththeuser.Askaboutaresearchstudydesignedforyourspecificneeds.
AmiBeckerLauraDoughertyCLIENTPARTNER,CONSUMER
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