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Ethnography (The study of human behaviour within a culture. (Systematic…
Ethnography
The study of human behaviour within a culture.
Watch people what they do
Direct observation is critical for revealing people’s underlying assumptions or tacit practices
Ethnographers tailor their recommendations to specific contexts and business problems
Systematic process
the most powerful insights come from a rigorous analysis of systematically collected data
It lets us see beyond our preconceptions and immerse ourselves in the world of others
Discover meaning
it allows us to see patterns of behaviour in a real world context—patterns that we can understand both rationally and intuitively
Understand norms
Make communication powerful.
Enables us to create for the global marketplace
Identify real barriers.
Why Ethnography
Better understands people
Better understand people's needs
Reframe the way we see the world
Understands human condition
Provide a deeper and more clear understanding of meaning of the words.
To get the most honest and open information you can get from people.
Steps of ethnography
Find the people
Plan an approach
Define the problem
Collect data
Analyze data and interpret opportunities
Share insights
Ethnography field methods and their relation to design
Ethnography methods
Note taking
Videotaped records as notes
Observation
Observation coupled with notes
Interview
Contextual interviews
Video Analysis
Guiding principles
Descriptive
Member's point of view
Holism
Natural settings