Hyper ethnographic

Hello@jody_mi

Wednesday, 13 March 2013

ETHNOGRAPHICFIELDWORKIt covers a variety of different qualitative methods that can be combined as needed to bring answers and insights to the surface.


EXTRACT KEY INSIGHTSUncovering insights is about bringing visibility and clarity to previously hidden meaning.

» Insights extrapolate individual stories into overarching truths.» Insights allow us to see our design challenge in a new light.


“If you want to understand what motivates a guy to pick up skateboarding, you could bring him into a sterile laboratory and interrogate him… or you could spend a week in a skatepark observing him interacting with his friends, practicing new skills and having fun. Ethnography is observing people’s behaviour in their own environments so you can get a holistic understanding of their world—one that you can intuit on a deeply personal level.”

—LiAnne Yu, cultural anthropologist


This is Liu Ke, 28, from Beijing





Ethnography Design


IDENTIFYA DESIGN CHALLENGE


WHAT DO WE KNOW?First, on post-Its, write down what you already know about the Design Challenge, including:

» What people need or want» What technologies can help in this challenge» What solutions or ideas are being tried in other areas» Any early hypotheses about how to solve the Design Challenge


Develop the spectrum of people to speak to. IDENTIFYING PEOPLE

“ideal constituents”: those who are successful, adopt new technologies quickly.

Not ideal: those who are resistant to new technologies.


Individual Interview Group Interview In-Context Immersion Self-Documentation Expert InterviewsSeek Inspiration In New Places

METHODS



METHODS




METHODS



METHODS


SELF DOCUMENTATION



METHODS


SEEK INSPIRATIONIN NEW PLACESThe simple act of looking at different contexts can bring to mind new insights. For example a surgeon can get insights about organising their medical supplies by visiting a hardware store, an airline employer might get ideas about check-in by observing a hotel front desk.

(source: IDEO HCD Toolkit)


EXAMINE THE CUSTOMER ACTIVITY CYCLE

PreDuring

Post

Deciding what to do Doing it

Keeping it going

Desired Outcome


EXAMINE THE CUSTOMER ACTIVITY CYCLE

PreDuring

Post

Deciding what to do Doing it

Keeping it going

Desired Outcome

valuegap


KEEPINGEYES ANDEARS OPEN


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Own

Consider Carry Use





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FIND THEMESFinding themes is about exploring the commonalities, differences, and relationships between the information. Some ways to do this include:

>> Sort your findings into categories or buckets. Which ideas are related?Cluster together the findings that belong together into themes.

>> Consider the relationship between categories

>> Look for patterns and tensions in the way your themes relate to each other. Are they on the same level? Or are they talking about different kinds of things?

Group and re-group>> Slice and dice the data in different ways to find meaning.

>> Try moving the post-its around to form new groups.

>> Explain the early buckets and themes to a broader group.

>> Learn from their input and try alternative groupings.




Why is a Good Insight Like a Refrigerator?


RESOURCES

IDEO HCD Toolkithttp://www.hcdconnect.org/toolkit/en/download

Anthropology Inc.http://www.theatlantic.com/magazine/archive/2013/03/anthropology-inc/309218/

Jan Chipchase - www.janchipchase.com

Jody’s research - www.love-china-trends.tumblr.com


http://www.hcdconnect.org/toolkit/en/download

http://www.hcdconnect.org/toolkit/en/download

http://www.theatlantic.com/magazine/archive/2013/03/anthropology-inc/309218/




http://www.janchipchase.com

http://www.janchipchase.com

http://www.love-china-trends.tumblr.com

http://www.love-china-trends.tumblr.com

Hyper ethnographic

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