Hyper ethnographic

Hello
@jody_mi

Wednesday, 13 March 2013

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


EXTRACT KEY INSIGHTS
Uncovering 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


IDENTIFY
A 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


IDENTIFYING PEOPLE
Develop the spectrum of people to speak to.

“ideal constituents”: those who are
Not ideal: those who are resistant
successful, adopt new technolo gies
to new technolo gies.
quickly.


METHODS
Individual Interview
Group Interview
In-Context Immersion
Self-Documentation
Expert Interviews
Seek Inspiration In New Places


SELF DOCUMENTATION


SEEK INSPIRATION
IN NEW PLACES
The 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

Pre
Deciding During
what to do Doing it

Desired
Outcome

Post
Keeping it going


EXAMINE THE CUSTOMER ACTIVITY CYCLE

value
gap
Pre
Deciding During
what to do Doing it

Desired
Outcome

Post
Keeping it going


KEEPING
EYES AND
EARS OPEN

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Own
Consider Carry Use


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FIND THEMES
Finding 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 Toolkit
http://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


Hyper ethnographic

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