As UX professionals we may not often get the opportunity to observe and interview users in naturalistic settings. Ethnographic techniques, such as observation and contextual inquiry, are not as popular as more traditional, lab-based methods like user experience testing or user interviews. Researchers can often be daunted by the complex methodology and staffing needs necessary to coordinate studies with an ethnographic component, and clients often perceive this type of research as too expensive and time-consuming. However, understanding usersÕ latent needs can be the key to developing a successful product, especially when starting from the conceptual stage. This presentation will discuss when applied ethnography is best used and how a mixed-method approach to a study can create more meaningful insights with less cost and effort than a traditional ethnography study.

1. Caroline Little | UXPA International | Thursday, 24 July 2014
A Mixed-Method Approach to
Ethnography
(or… how I ended up doing research in the rain)
PRESENTED BY
Caroline Little
User Experience Lead, SPARK Experience
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Meet
SARAH.
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Meet
ALEX.
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Business viability
Possible with Technology
Market viability
Technology
possibility
INNOVATION.
User need

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The approach:
Mixed Methods.
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Mixed Methods:
In-person.
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Observation.

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Activities.
Environments.
Interactions.
Objects.
Users.
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Contextual Inquiry/Interviewing.

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Mixed Methods:
Remote.
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Diary study.

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Diary study.
Observation.
Contextual Inquiry.
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Collected by a researcher
In-depth snapshot in time
Researcher time and resource-
intensive
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Reported by a participant
Longitudinal
Demanding of the participant

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Mixed Methods:
In-person OR Remote.
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Participatory Design Sessions.

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Mixed Methods: Benefits.
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Structured
Complementary methodology
Additional data without added significant cost
More touch points between researcher and participant

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Lessons Learned:
Tips & Tricks.
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Project Team.
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Set defined roles &
responsibilities
Ensure frequent
communication

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Participants.
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Consider over-recruiting
Look for some outliers
Dyads may be useful

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In-person research.
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Come with a plan, but
be flexible
Take lots of photos

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Diary study.
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Choose the right tool
for your user base
Start participants in
waves
Be proactive

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Analysis.
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Embrace ambiguity
Create participant
profiles
Drive analysis toward
deliverables

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CONTACT
Caroline Little
User Experience Lead
caroline@sparkexperience.com
www.sparkexperience.com