Ethnography 101 presented by Paul Bryan of Usography at the Usability Professionals Association (UPA) conference 2010 in Munich, Germany. Ethnography is a field research method that can be used to understand the needs, behaviors, and decision-making factors of consumers in a natural environment. This presentation shows how Usography has applied ethnographic methods to e-commerce design strategy, giving a step-by-step process description.

1. Ethnography 101
Usability En Plein Air
Paul Bryan | Usography Corporation

2. Ethnography 101
Introduction
Topics:
What Is Ethnography
When To Use Ethnography
Ethnography Project Structure
Data Collection Methods
Data Analysis and Reporting
Audience Participation 1: Ethnography for Resort Guest System
Audience Participation 2: Your Ethnographic Research Scenarios
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3. Ethnography 101
Introduction
About Usography
Who: User research and design strategy agency
What: E-commerce, employee portals, web apps, information devices
Where: Wherever customers and employees go
For Whom:
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4. Ethnography 101
1) What Is Ethnography?
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5. Ethnography 101
What is Ethnography?
Ethnography is observing behavior in natural settings
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6. Ethnography 101
What is Ethnography?
Anthropological method for describing cultures
➔ Ethnography literally means “writing about people
groups”
➔ Formulated in the 1800’s as a method for studying
“native” cultures
Bronislaw Malinowski with Trobriand Islanders in 1918
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7. Ethnography 101
What is Ethnography?
Anthropological method for describing cultures
➔ Applied to Market Research in the 1980’s
➔ Research conducted in a natural context: i.e. in the
home, in a store, in an airport, in a work place
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8. Ethnography 101
What is Ethnography?
Characteristics of ethnographic research:
1. Takes place “in the field”
2. Observation is primary data collection technique
3. Interviews are used to clarify observations
4. Attention is paid to context and artifacts
5. Field notes coded and analyzed for themes and
variables
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9. Ethnography 101
What is Ethnography?
Usography Ethnographic Research project examples:
National mobile carrier
➔ Location: Mobility retail outlets
➔ Target: How people shop for cell phones and carriers
Women’s clothing retailer
➔ Location: Department stores
➔ Target: How women shop for clothing
Financial services provider
➔ Location: In homes
➔ Target: How people manage their finances
International airline
➔ Location: In airports
➔ Target: Information usage of a mobile workforce
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10. Ethnography 101
2) When To Use Ethnography
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11. Ethnography 101
When To Use Ethnography
Ethnography produces fresh insights for design strategy
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12. Ethnography 101
When To Use Ethnography
Deciding when Ethnography is the right method
➔ Identify fundamental experience factors
➔ Innovate the mundane
➔ Operationalize key concepts
➔ Discover the unspeakable
➔ Understand cultural variations
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13. Ethnography 101
When To Use Ethnography
Aligning research methodology to design phase
Design Concept
Design solution does not exist Design solution does exist
Key concepts not well-defined Key variables can be measured
Initiation Launch
Discovery Formulation Evaluation
Ethnography Survey Depth Interviews Formative Usability Evaluative Usability
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14. Ethnography 101
3) Ethnography Project Structure
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15. Ethnography 101
Ethnography Project Structure
Applied Ethnography has well-defined objectives
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16. Ethnography 101
Ethnography Project Structure
Steps in an Ethnography project:
1. Determine the research question or focus
2. Determine the research location and context
3. Determine the data capture methods
4. Design the data capture instruments
5. Recruit participants
6. Obtain access to field
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17. Ethnography 101
Ethnography Project Structure
Steps in an Ethnography project (cont’d):
7. Set up the tools and materials
8. Conduct the research
9. Reduce the data to essential values
10. Code the data according to themes and sub-themes
11. Report findings and recommendations
12. Determine follow-up research
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18. Ethnography 101
Example: Apparel Category Filters
Female Apparel Shop Along
1. Question: What web site shopping feature would help
female customers find clothes to buy online?
2. Location: Apparel stores
3. Data collection method: Video ethnography
4. Data capture format: Video captured into Mac and
edited in Final Cut
5. Recruiting: Newspaper ad
6. Access to field: Personal visit to store managers and
owners explaining study, requesting permission to
include store
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19. Ethnography 101
Example: Apparel Category Filters
Female Apparel Shop Along
7. Set up: Select area of store for equipment, follow
participants as they shop and comment
8. Research completed
9. Reduce data to key quotes and observations
10. Code the data
11. Findings: Key concepts, highlight video
12. Follow-up research: In-home study, survey to
determine relative population of segments
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20. Ethnography 101
Example: Apparel Category Filters
Text analysis: Review data to discover themes
Video Transcript
I'm not completely confident that this goes together Discover common
It's casual and conservative and it fits really well.
I'm a little concerned about these pockets.
It's different from the typical teacher outfit, it has a touch of style.
themes:
I don't like things that are too loud or flashy. I like a sense of casuality.
This is nice. It's not overly loud.
The things in this store are a little older looking. They're not modern enough. Appropriateness
This looks like it would fit a cruise dinner.
It's bright, fun, flashy, not formal. Value
It looks like it will fit a party atmosphere.
I like the bright colors. Fit
I got stopped by these dresses.
it's kind of tight around the bottom. Personality
This looks appropriate for a casual dinner date.
this dress looks perforct for a cruise dinner. Appeal
I look good in this. It hugs tightly around the hops..
This dress is funky and colorful. Matching
It's not too bright.
It's strapless and has a sweetheart neckline. Style
This would go with a tight pair of jeans.
This is an everyday kind of outfit, you can go out casually in it.
it's free flowing and has an odd shape, not my style at all.
This is my favorite outfit of today. i love it. It looks good on me and
accentuates what i want to accentuate.
This skirt is stylish, fun, playful, colors are great, its the perfect length and the
fit is just right.
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21. Ethnography 101
Example: Apparel Category Filters
Text analysis: Create a table of quotes and apply codes
Sort the coded data
by theme and distill
to key concepts.
Highlight concepts
that have the
greatest impact on
targeted behaviors.
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22. Ethnography 101
Example: Apparel Category Filters
Text analysis: Isolate key dimensions
➔ Personality: Clothes portray the wearer’s mood,
character, position, or personality: fun, simple
elegance, or more nuanced personality
➔ Packaging: How do I look in it, fit, size, cut,
draping, length
➔ Value = (Wear frequency x Matchability)/Price
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23. Ethnography 101
4) Data Collection Methods
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24. Ethnography 101
Data Collection Methods
Ethnography produces a feast of rich data
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25. Ethnography 101
Data Collection Methods
(Participant) Observation
➔ The “original” ethnographic research method
➔ With or without video
➔ Coupled with informant debriefs
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26. Ethnography 101
Data Collection Methods
Participant observation tips
➔ Focus on behaviors that reveal key design concepts
➔ Capture cases at opposite ends of scale
➔ Look for the unseen behavioral scaffolding
➔ Be the foreigner
➔ Follow the golden rule
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27. Ethnography 101
Data Collection Methods
Supplemental research methods include:
➔ Artifact analysis
➔ Context mapping
➔ Participant diaries, collages, or photojournals
➔ Shop along
➔ Digital Ethnography (…Webnography?)
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28. Ethnography 101
Data Collection Methods
Context Mapping Template:
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29. Ethnography 101
5) Data Analysis and Reporting
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30. Ethnography 101
Data Analysis and Reporting
Ethnography results in actionable findings
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31. Ethnography 101
Data Analysis and Reporting
Steps in Ethnography data analysis and reporting:
➔ Review complete data set
➔ Text analysis and coding (Atlas.ti, nVivo,,
HyperResearch)
➔ Themes and variables
➔ Mental, behavioral, experience model
➔ Findings and recommendations
➔ Design strategy, concept
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32. Ethnography 101
Audience Participation 1:
Plan an Ethnography study for hotel resort guest system
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33. Ethnography 101
Audience Participation 2:
Discuss audience Ethnography research scenarios
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34. Ethnography 101
Appendix: Ethnography References & Resources
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35. Ethnography 101
References and Resources
1) Anthrodesign. A professional forum created and moderated by Dr. Natalie Hanson, Director of
User Experience Services at SAP. Sign up at http://www.anthrodesign.com.
2) Bernard, H. Russell (2006), Research Methods in Anthropology: Qualitative and Quantitative
Methods, Fourth Edition. Altamira Press.
3) Faulkner, Susan (2007), Real Reality TV: Using Documentary-Style Video to Place Real
People at the Center of the Design Process. Intel Technology Journal, Volume 11, Issue 01.
4) Gobo, Giampietro (2008), Doing Ethnography. Sage Publications.
5) Hammersley, M. and Atkinson, P. (2007) Ethnography: Principles in Practice, Third
Edition. Routledge.
6) Handwerker, W. Penn (2001). Quick Ethnography. Altamira Press.
7) Mariampolski, Hy (2006), Ethnography for Marketers: A Guide to Consumer Immersion. Sage
Publications.
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