What is Ethnography? Two West Discovery + Design

Two West; What is Ethnography -Notes

Ethnography is more than methodology. It is an approach to understanding. It is the seeking to make sense of the human condition and the search for meaning. It is the study of people in a holistic and inductive way, rather than repeating surface level observations and asking questions. Ethnographers look beyond the obvious and find deeper meaning, as well as, craft massive amounts of data into compelling stories and insights.

Things to look for
Norms
-cultural norms guide good marketing, design, and development
-uncovering how people internalize cultural norms gives insight as to what 'makes sense' and allows design brands to resonate rather than confuse or offend

Process
-cultural roles, beliefs about what is correct, and order of events shape the interaction with a place, tool, or brand; this is important information for ethnographers
-uncovering these processes allows design and message in the correct time and form

Meaning
-people need to make sense of the world they are in, their environment
-meanings are assigned, rituals, morality, cosmology, and even simple daily tasks such as hygiene or social mores.

What People Say Vs What People Do
-it isn't enough to simply ask questions- what people say and what they actual do/their behavior is not always the same
-observe non verbal cues, interaction with the environment and other people

How Do They Solve Problems
-people can adapt things to solve problems in unusual ways

How Do They Organize Things
-look in cupboards, car, purses, back packs, bathroom cabinets- these can be indicators as to how the individual organizes their world

What Roles Do People Assume
-how does behavior change in a given context?
-what is socially acceptable in one situation and not another?
-people tend to change or adapt to different roles as their situation or contextual environment changes

What Kind of Stuff Do They Have with Them
-a person's attire, accessories (or lack of)... what they feel is important to carry with them
how does the setting affect or change this?


Steps In Ethnographic Process

1. Define the Problem
identify the issue
clearly articulate the overarching goal

2. Rethink the Problem
once the problem is defined, rethink it
the point may not be the problem itself and think of all possibilities

3. Define the Contexts
what is the setting
example: to study beer drinking- articulate all possible places and contexts in which beer is purchased and consumed

4. Define the Sample
demographic samples are not enough; cultural, social, profession and environmental systems must be assessed

5. Make a Game Plan
create a guide to navigate the data collected and method for data management
not only include the questions asked, but also opportunities for observation, mapping, and participation

6.Enter the Field
this is the heart of the process
takes time- deeper meanings and practices are not obvious or easily spotted
it is important to capture as much as possible, the more data collected the better
bare in mind, the smallest piece of data may have the greatest impact

7. Analyze and Interpret
analysis is the most difficult part of the process- but most rewarding
putting pieces together
analysis should always work within the framework grounded in social sciences; results will include modes of behavior, models of practice, experience frameworks, design principles, and cultural patterns
analyzed data should provide meaningful and rich stories full of 'aha' findings

8. Share the Insights
findings should be shared with stakeholders AND accross the organization because of the depth of information
insights can influence a wide range of people- these stories can engage, inspire, and change the way people think about a problem

9. Define Opportunities
process goes beyond finding compelling and rich data, it then needs to be applied by sharing information, as well as crafting action plans, product ideas, etc