How to Use Tablets for Digital Ethnography

•

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On Thursday, May 16, 2013 Survey Analytics CEO Andrew Jeavons presented an innovative way to conduct digital ethnography/ethnography studies using tablets. First there is an overview of the methodologies of ethnography and digital ethnography, followed by modern ways you can apply this research to leverage new insights. Learn about how this methodology can help you gain new insights for international development, and see live examples of how it has been applied by some of our clients. Using tablets and other mobile devices to conduct research will drastically reduce your overhead research project costs and allow you to gain an understanding of your target consumers in new cultures and communities.

Technologie Business

How to Use Tablets for
Digital Ethnography
May 16, 2013
Friday, May 17, 13

Webinar Agenda
• Ethnography
• Why Ethnography is Important
• Digital Ethnography
• Examples and Case Study
• What/How CanYou Capture?
• Analysis
• Wrap Up and Q&A Session
GinaYeagley
Director of Marketing
Survey Analytics
Andrew Jeavons
CEO
Survey Analytics
www.surveyanalytics.com
Friday, May 17, 13

Ethnography
www.surveyanalytics.com
Friday, May 17, 13

Ethnography
www.surveyanalytics.com
Ethnography is a qualitative research design aimed at
exploring cultural phenomena. It represents the culture
of a people or a subgroup.
.What it meant by culture ? Anything..
Amazonian Indian culture
Claude Levi-Strauss
Ethnographers as participant observers...
'I hate traveling and explorers'
Friday, May 17, 13

Why is Ethnography Important?
www.surveyanalytics.com
Quantitative methods have limits. Not everything
can ﬁt in a cross tab or a t-test.
Quantitative can’t easily explore things like
imagery or symbolism or the emergence of
fashions - of any form
Some aspects of culture can be observed but not
necessarily measured.
Friday, May 17, 13

Why is Ethnography Important?
www.surveyanalytics.com
Differences in cultures internationally are things that
cannot always be quantitatively deﬁned or measured.
How people behave in situations can be hard to
quantify but can be observed.
Friday, May 17, 13

Digital Ethnography
www.surveyanalytics.com
Friday, May 17, 13

Digital Ethnography Beneﬁts
www.surveyanalytics.com
Different forms of data can be captured
very efﬁciently with technology
Less observer inﬂuence
Scoring and Reliability Tests
Capture cultural context more easily -
behavior does not occur in a vacuum.
Preserves behavioral environment.
Friday, May 17, 13

Digital Equipment in Ethnography
www.surveyanalytics.com
“....ethnographers have taken
full advantage of technological
developments such as motion
pictures and tape recorders
to augment their written
reports...”
Encyclopedia Brittanica 2003.
Means and devices...
Why Use Tablets/Smartphones/Mobile Technology?
Friday, May 17, 13

Example #1
Observe and Capture
Photos andVideo of
How People Interact
with Certain Shelves
and Displays
www.surveyanalytics.com
Friday, May 17, 13

Example #2
www.surveyanalytics.com
How Are People Celebrating the Super Bowl?
Friday, May 17, 13

Example #2 Results
www.surveyanalytics.com
How Are People Celebrating the Super Bowl?
More People Watched
the Game at Home
Than at a Bar or Pub
Friday, May 17, 13

Example #2 Results
www.surveyanalytics.com
How Are People Celebrating the Super Bowl?
Non Alcoholic Drinks
Were Just as Prevalent
as Liquor or Beer
Friday, May 17, 13

Example #3
www.surveyanalytics.com
Friday, May 17, 13

Example # 3 Results
www.surveyanalytics.com
Friday, May 17, 13

Challenges of Digital Ethnography
www.surveyanalytics.com
Identifying Objects, Brands and Similarities
How CanYou Categorize the Data Collected?
Friday, May 17, 13

Case Study
www.surveyanalytics.com
A Major European
University
An Algorithm to
Categorize the Images
Friday, May 17, 13

An Easier Way to Observe
www.surveyanalytics.com
More versatility
Get Results Faster
Allows Better Interpretation and Analysis
Friday, May 17, 13

What Can Be Captured?
www.surveyanalytics.com
Observations
Photos,Videos, Sounds
Location Mapping
Friday, May 17, 13

A suite of interconnected
and easy-to-use information
collection and analysis tools,
including online surveys,
mobile data collection,
advanced analytics and data
visualization.
Survey Analytics Overview
Friday, May 17, 13

Text
Some of Our Clients
www.surveyanalytics.com
Friday, May 17, 13

Types of Questions To Use
www.surveyanalytics.com
Informal Questions about
Day to Day Life
Capturing Photos andVideo
of Reactions
Where AreYou Observing?
(Map Locator)
Friday, May 17, 13

Question Types Available
www.surveyanalytics.com
Image/Video/Sound
Friday, May 17, 13

Question Types Available
www.surveyanalytics.com
Automatic Location Mapping
Friday, May 17, 13

Analyzing The Captured Data
www.surveyanalytics.com
SegmentYour Data (By
Gender,Age, Location, etc.)
Learn the Differences in
Each Community/Culture
Export and Share Results
Friday, May 17, 13

What WillYou Gain?
www.surveyanalytics.com
Capture Cultural Context
All Information Stored in One Place
International Development Capabilities
“Way Forward”
Friday, May 17, 13

THANKYOU FOR JOINING US
Phone: 1(800) 326-5570
E-mail: sales-team@surveyanalytics.com
Website: www.surveyanalytics.com
Friday, May 17, 13

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How to Use Tablets for Digital Ethnography

1. How to Use Tablets for Digital Ethnography May 16, 2013 Friday, May 17, 13

2. Webinar Agenda • Ethnography • Why Ethnography is Important • Digital Ethnography • Examples and Case Study • What/How CanYou Capture? • Analysis • Wrap Up and Q&A Session GinaYeagley Director of Marketing Survey Analytics Andrew Jeavons CEO Survey Analytics www.surveyanalytics.com Friday, May 17, 13

3. Ethnography www.surveyanalytics.com Friday, May 17, 13

4. Ethnography www.surveyanalytics.com Ethnography is a qualitative research design aimed at exploring cultural phenomena. It represents the culture of a people or a subgroup. .What it meant by culture ? Anything.. Amazonian Indian culture Claude Levi-Strauss Ethnographers as participant observers... 'I hate traveling and explorers' Friday, May 17, 13

5. Why is Ethnography Important? www.surveyanalytics.com Quantitative methods have limits. Not everything can ﬁt in a cross tab or a t-test. Quantitative can’t easily explore things like imagery or symbolism or the emergence of fashions - of any form Some aspects of culture can be observed but not necessarily measured. Friday, May 17, 13

6. Why is Ethnography Important? www.surveyanalytics.com Differences in cultures internationally are things that cannot always be quantitatively deﬁned or measured. How people behave in situations can be hard to quantify but can be observed. Friday, May 17, 13

7. Digital Ethnography www.surveyanalytics.com Friday, May 17, 13

8. Digital Ethnography Benefits www.surveyanalytics.com Different forms of data can be captured very efficiently with technology Less observer influence Scoring and Reliability Tests Capture cultural context more easily - behavior does not occur in a vacuum. Preserves behavioral environment. Friday, May 17, 13

9. Digital Equipment in Ethnography www.surveyanalytics.com “....ethnographers have taken full advantage of technological developments such as motion pictures and tape recorders to augment their written reports...” Encyclopedia Brittanica 2003. Means and devices... Why Use Tablets/Smartphones/Mobile Technology? Friday, May 17, 13

10. Example #1 Observe and Capture Photos andVideo of How People Interact with Certain Shelves and Displays www.surveyanalytics.com Friday, May 17, 13

11. Example #2 www.surveyanalytics.com How Are People Celebrating the Super Bowl? Friday, May 17, 13

12. Example #2 Results www.surveyanalytics.com How Are People Celebrating the Super Bowl? More People Watched the Game at Home Than at a Bar or Pub Friday, May 17, 13

13. Example #2 Results www.surveyanalytics.com How Are People Celebrating the Super Bowl? Non Alcoholic Drinks Were Just as Prevalent as Liquor or Beer Friday, May 17, 13

14. Example #3 www.surveyanalytics.com Friday, May 17, 13

15. Example # 3 Results www.surveyanalytics.com Friday, May 17, 13

16. Example #3 Results www.surveyanalytics.com Friday, May 17, 13

17. Challenges of Digital Ethnography www.surveyanalytics.com Identifying Objects, Brands and Similarities How CanYou Categorize the Data Collected? Friday, May 17, 13

18. Case Study www.surveyanalytics.com A Major European University An Algorithm to Categorize the Images Friday, May 17, 13

19. An Easier Way to Observe www.surveyanalytics.com More versatility Get Results Faster Allows Better Interpretation and Analysis Friday, May 17, 13

20. What Can Be Captured? www.surveyanalytics.com Observations Photos,Videos, Sounds Location Mapping Friday, May 17, 13

21. A suite of interconnected and easy-to-use information collection and analysis tools, including online surveys, mobile data collection, advanced analytics and data visualization. Survey Analytics Overview Friday, May 17, 13

22. Text Some of Our Clients www.surveyanalytics.com Friday, May 17, 13

23. Types of Questions To Use www.surveyanalytics.com Informal Questions about Day to Day Life Capturing Photos andVideo of Reactions Where AreYou Observing? (Map Locator) Friday, May 17, 13

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