Crash Course 2014: Ethnography & Research (Teresa Derrick, DLab)

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<ul><li> Ethnography &amp; Research Service Jam LA | March 8, 2014 Teresa Derrick, DLab </li> <li> What is Ethnography? The study of people and their cultures. Ethnographic research involves observa:on of and interac:ons with the people or group being studied in the groups own environment. </li> <li> Why do Ethnography? Uncover unknowns Youre not an expert The customer is always right (their experience denes the service, even if theyre doing it wrong) Empathize to understand </li> <li> Why empathize? Empathy and understanding drive insights Insights drive opportuni:es Opportuni:es drive beKer service experiences BeKer service experiences make happy customers </li> <li> Collec:ng data in the eld Observe users in their natural environment Interview to beKer understand their aNtudes, beliefs, values Par.cipate through interac:on </li> <li> Beginners Mindset In the beginners mind, there are many possibilities. In the experts mind, there are few. Shunryu Suzuki </li> <li> Observa:on Tips Suspend any preconceived no:ons or beliefs - beginners mindset Use your senses What do you see/dont see? (interac:ons, ar:facts, non- verbal cues) What do you hear? (sounds, language, tone) Take pictures! What people say, what people do, and what they say they do are en.rely dierent things... (Margaret Mead) </li> <li> What do you see? Ar:factsAr:facts Dont assign judgement, just document! </li> <li> What do you see? Interac:onsInterac:ons During Synthesis, youll discuss &amp; add a POV. </li> <li> What do you NOT see? Outlets?Outlets? </li> <li> What do you experience? How does it... smell? feel? tone of people? emo:ons? </li> <li> Talking to people Introduce yourself and the research you are conduc:ng - keep it casual Ask open-ended ques.ons to gain a deeper understanding of what youre observing and be sure to probe to get to the experiences &amp; details: Example ques:ons: What is your goal and what do you do to reach that goal? Tell me about a :me/experience when... Be curious! Dont worry about having a script or taking notes - focus on what they are or arent saying and what youre seeing </li> <li> Ques:ons to explore Goals - what are they trying to accomplish? Objects - what objects are important, how are they used, who uses them? Ac.vi.es/rou.nes - what are the series of acts performed? People involved - what are their roles? Environment/place - what places are used for dierent ac:vi:es? </li> <li> Discover new insights to validate your ideas Gain an understanding of mo:va:ons and behavior Insight into pain points &amp; opportuni:es Empathy - understand their experiences, mo:va:ons, &amp; emo:ons Connec:ng with people </li> <li> Tips while out in the eld Have a beginners mindset - leave any judgments or opinions based on previous experiences behind Break up into small groups or individually - divide and conquer! Take pictures to document what you are seeing - a picture is worth a thousand words Look for verbal and non-verbal cues to gain a beKer understanding of the overall big picture Take notes, but dont be too concerned with wri:ng everything down Talk to a few people, if possible - the more people you can talk to the beKer! Be up front and honest about who you are &amp; what youre researching Ask OPEN ended ques.ons that allow people to tell you their story. </li> <li> Planning for eld work Dene your goals - what do you want to understand? Who is your target? Where will you go to nd them? What are some ques:ons you might ask? </li> <li> PuNng it all together Create your plan - who, what, when, where, and why Observe - Use your senses Talk - Uncover experiences &amp; details Par.cipate - Be an ac:ve par:cipant Document - pictures, notes, ar:facts Analyze - themes &amp; paKerns </li> <li> QuesFons? </li> </ul>