TÉCNICAEThNOGRAPHIC TECHNICS

Holistica. Naturalist.Fenomenologic

Malinowski

Ethnographics

Tradicionaly…

Ethnographics

Present day…

The designers need to understand the relationships between what they produce and the MEANING of their products for others

As a design tool

…which condition design

Understanding the cultural rules

Observing reality…

Not leaving everything to the words of the people…

Identify posible improvements

Compare the ways in which some products funcion all over the world…

UNiversal

1RESEARCH DESIGN

Defining the problem and the objectives of the investigation • It helps to define the information and necesary

by-products to efficiently comunicate both the investigation and conclusions to the client.

• It helps all parricipants to understand the questions and the importance that the research can have when making decisions for the final design.

PPTask program

Determination ámbito and muster.

• Who are the persons who can shed more light on the questions?

• Is that someones who uses certain products or who acts in certain ways?

• Is it someone who provokes changes or impacts on the way that others act?

• Are they personss who live in a given environment, the culture or the geophic location?

Spheres ofrelation

Service userActive user Pasive user Constructing user

RESEARCH DESIGN

Directa o Indirecta

Participante o no Participante

De campo o de Laboratorio

Individual o de EquipoProlongada y

repetitiva

2Direct or Indirect

Participant or not Participant

In the field or in the Lab

Individual or in a team

OBSERVING, REGISTERING

AND DESCRIBING

Scientific Observation

Extended and repetitive

2OBSERVING, REGISTERING

AND DESCRIBING

Field Notes

Permanent registers (videos, fotos, voice recordings)

•

Triangulation of information

3 THE ETHNOGRAPHIC

INTERVIEW

• Informant: How to select an informant, how many are to use and to what purpose

• The problem with lack of precision of the informants

• Planification and execution of theinterview: protocol, polling, contextualization and transcription.

THE ETHNOGRAPHIC

INTERVIEWPhrasing of the questions that can be modificied according to the investigation:

Descriptivas questions:What do the do? Where do they live?

Structural questions: What is the meaning of the expression used by an actor in a given moment?

Contrasting questions: Does the actor use these expressions in other

situacions?

Kinds of questions:

Focal Groups ”Group explorative inerview”

Collective interviews made to homogeneus groups

• Knowing conductss and social attitudes

• Obtaining more and more veried answers that can enrich the information in respect to a matter.

• Better focusing a research or more easily locating a product.

• Obtainig ideas to perform later studies

Pros Cons

Certainty atmospher Discomfort with certain matters

Wide range of information in a short time

Mastery of the matter by an individual

Results in a shorter time Opinions become generalised

Focal Groups ”Group explorative inerview”

Histories of life

Crear a relationship based on empathe

The tales of life as products of the sociedty or part of the ulture: Construccion of coherence in the narratives

A group of manipulations, transformations, operations and reflections that we perform on the data to obtain significations that allow for the understanding of the situacion of a matter of

study

QUALITATIVE ANALYSIS Focal

Groups

QUALITATIVO ANALYSIS

RealityConceptual

elaboration of the information

communicationInformation

of the slice of reality

Conservation treatment

ExpressionCreativo process

4MANAGEMENT

OF THE DATA AND

QUALITATIVE ANALYSIS

The manageament of information: how to organize, storage and facilitate the acces to the dat

Transcription of text

Reduction of data

Categorization

Categorization

Conceptual clasification

of units covered by a common

matter

Asignement of a label to each unit that is considered

part of a class

categorization

Units

Process of categorization

Manipulative process through

which the categorization is

descibed

Syntehsis and grouping

Identification and

classification of elements

MANAGEMENT OF THE DATA

AND QUALITATIVE

ANALYSIS

The manageament of information: how to organize, storage and facilitate the acces to the dat

MANAGEMENT OF THE DATA

AND QUALITATIVE

ANALYSIS

Information reduction

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MANAGEMENT OF THE DATA

AND QUALITATIVE

ANALYSIS

Construction of presentations

Extracting and y verifying the conclusions

VS. QUANTITATIVE

QUALITATIVE

• The researcher intents to understand the human behavior immerso in the place where it develops and interacts.

• He observes activeley its subject of studies

• He is aware that his presence provokes reactiv effects among the subjects under observation.

• He thinks that the only existing generalisation is that no generalización exists

•The researcher studies the behavior of men from the outside. He introduces himself on some ocassions into the scenary that he pretends to define and explain

•He observes his subject of study in a controlled way

•He thinks that through the control of the contaminating variables he does not provoca reactive effects among the subjects under observation.

•He thinks that he can generalise other similar contexts

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VISUAL ETHNOGRAPHY

• The image can represent a thousand words with infinite meanings

• The development or research methods in marketing that go through the anthropological look: to observe, understand and decode in order to understand human behaviors in his habitat

• Transcription of an ethnographic observation into a discourse expressed in images and sound: fotos, video, movies; instead of the written text, visual narrative is used

• Visual ethnography ilustres what has been researched and documented by the anthropologist and the visual production of the anthropologic kind It is the intervention de un no antropólogo experto en la técnica de grabación y filmación que registra los fenómenos sociales

• Actualmente hay una gran cantidad de etnografías digitales que se publican en CD-ROM o distribuidas a través de la web; algunos ejemplos que podemos encontrar son: “El Pulque”, trabajo realizado por Scott S. Robinson (http://antropologíavisual.net)

VISUAL ETHNOGRAPHY

QUALITATIVE

• http://www.uam.es/personal_pdi/stmaria/jmurillo/InvestigacionEE/Presentaciones/Etnografica_doc.pdf

• http://www.torresburriel.com/weblog/2010/04/21/tecnicas-etnograficas-como-herramientas-utiles-en-ux/

Mesografia