Ethnography A ‘How to’ Guide By Carl Hudson

Outline Introduction Introduction What is Ethnography? What is Ethnography? Who invented it? Who invented it? Why would we use it? Why would we use it? When/where is it used in the design cycle? When/where is it used in the design cycle? Methodology Methodology How to conduct it. How to conduct it. How to collect and analyze data. How to collect and analyze data. How to write a report. How to write a report. Dos & Don’ts Dos & Don’ts Advantages & Disadvantages Advantages & Disadvantages Example Example

What is Ethnography? Defined as: Defined as: a method of observing human interactions in social settings and activities (Burke & Kirk, 2001) a method of observing human interactions in social settings and activities (Burke & Kirk, 2001) as the observation of people in their ‘cultural context’ as the observation of people in their ‘cultural context’ the study and systematic recording of human cultures; also : a descriptive work produced from such research (Merriam-Webster Online) the study and systematic recording of human cultures; also : a descriptive work produced from such research (Merriam-Webster Online) Rather than studying people from the outside, you learn from people from the inside Rather than studying people from the outside, you learn from people from the inside

(Anderson, 1997; Malinowski, 1967; 1987; Kuper 1983) Who Invented Ethnography? Invented by Bronislaw Malinowski in 1915 Invented by Bronislaw Malinowski in 1915 Spent three years on the Trobriand Islands (New Guinea) Spent three years on the Trobriand Islands (New Guinea) Invented the modern form of fieldwork and ethnography as its analytic component Invented the modern form of fieldwork and ethnography as its analytic component

(Anderson, 1997; Malinowski, 1967; 1987; Kuper 1983) Who Invented Ethnography? Documented three types of data Documented three types of data Detailed description of day to day life and activities Detailed description of day to day life and activities All stories, narratives, myths, etc. All stories, narratives, myths, etc. Synoptic Charts Synoptic Charts

(Salvador & Mateas, 1997) Traditional VS Design Ethnography Traditional Describes cultures Describes cultures Uses local language Uses local language Objective Objective Compare general principles of society Compare general principles of society Non-interference Non-interference Duration: Several Years Duration: Several YearsDesign Describes domains Describes domains Uses local language Uses local language Subjective Subjective Compare general principles of design Compare general principles of design Intervention Intervention Duration: Several Weeks/Months Duration: Several Weeks/Months

Why do an Ethnographic Study? “Things aren’t always what they seem” “Things aren’t always what they seem” Practitioners/ ‘Natives’ are not always the best people Practitioners/ ‘Natives’ are not always the best people Lack insight Lack insight Discovery Discovery N.B. – ethnographer should guide design team, not vice versa. N.B. – ethnographer should guide design team, not vice versa.

When & Where is it used in the Design Process? Pre-design Pre-design During design During design Evaluation Stage Evaluation Stage Depends on time constraints and when it was first implemented. Depends on time constraints and when it was first implemented. The sooner, the better. The sooner, the better. Ethnographer should be seen as a key member of the design team. Ethnographer should be seen as a key member of the design team.

Methodology Step 1: Preparation Step 2: Field Study Step 3: Analysis Step 4: Reporting

(Rose et al., 1995) Step 1: Preparation Familiarize yourself with: Familiarize yourself with: Organization policies Organization policies Work culture Work culture Current System & its history Current System & its history Identify the Focus of the Study Identify the Focus of the Study Set initial goals and prepare questions. Set initial goals and prepare questions. Can be guided by designer goals Can be guided by designer goals Gain access and permission Gain access and permission Gate-keepers vs. Sponsors Gate-keepers vs. Sponsors

(Rose et al., 1995) Step 2: Field Study Field notes, audio, or video recording. Field notes, audio, or video recording. Follow any leads Follow any leads  Establish rapport with managers and users.  Record everything:  your visits, observations, impressions, feelings, hunches, emerging questions, etc.  ASAP for accuracy  Be Meticulous!!!

(Rose et al., 1995) Step 3: Analysis Compile data into databases: Compile data into databases: Numerical Numerical Textual Textual Multimedia Multimedia Quantify data and compile statistics. Quantify data and compile statistics. Reduce and Interpret Data. Reduce and Interpret Data. Review and Redevelop Ideas. Review and Redevelop Ideas.

(Rose et al., 1995) Step 4: Reporting Consider multiple audiences and respective goals. Consider multiple audiences and respective goals. Prepare a report and present the findings. Prepare a report and present the findings. Have debriefing meetings Have debriefing meetings

(Randall/Rouncefield, CSCW 1996 Tutorial) Ethnographic Report Purpose Statement Purpose Statement Executive Summary Executive Summary Main Body Main Body Future Research Future Research Appendix Appendix Debriefing Debriefing

(Nielsen, 2002) Dos & Don’ts Don’t Ask simple Yes/No questions Ask simple Yes/No questions Ask leading questions Ask leading questions Use unfamiliar jargon Use unfamiliar jargon Lead/guide the ‘user’ Lead/guide the ‘user’Do Ask open-ended questions Ask open-ended questions Phrase questions properly to avoid bias Phrase questions properly to avoid bias Speak their language Speak their language Let user notice things on his/her own Let user notice things on his/her own

Advantages ‘Real-world’ data ‘Real-world’ data Provides in-depth understanding of people in an organization. Provides in-depth understanding of people in an organization. Discovery Discovery Can be economical (if you ‘do it yourself’). Can be economical (if you ‘do it yourself’).

Disadvantages Context too specific Context too specific ‘Going native’ ‘Going native’ Must negotiate access Must negotiate access Time & Money Time & Money Data is messy and often unstructured. Data is messy and often unstructured. How do you assess significance? How do you assess significance?

Potential Problems Communication Communication Ethnographers VS Software Engineers Ethnographers VS Software Engineers Solved via Iterative approach. Solved via Iterative approach. Multiple Roles Multiple Roles Time & Money Time & Money Generalizability Generalizability

Example: Taxi Cab – Dispatch System The design team wishes to implement a new computerized cab-dispatch system. The company has hired ethnographers to determine what problems exist with the current system. Specifically - what problems arise when using the device while driving?

Step 1: Preparation Familiarity Familiarity Focus of the study. Focus of the study. Who are the Gatekeepers? Sponsors? Who are the Gatekeepers? Sponsors? How much time do you have? How much time do you have? Resources available? Resources available? How will we record data? How will we record data?

Step 2: Study Establish rapport with drivers and dispatchers Establish rapport with drivers and dispatchers Emerging Issues (Leads): Emerging Issues (Leads): How does the interface perform at different times of day? Rush-hour, Day/Night? How does the interface perform at different times of day? Rush-hour, Day/Night? What features should be added/subtracted from current system? Weather, traffic reports? What features should be added/subtracted from current system? Weather, traffic reports? What info given by the dispatch system is most important? Least important? What info given by the dispatch system is most important? Least important? Daily Flow-of-Work (not workflow) Daily Flow-of-Work (not workflow) Ask exploratory/probing questions Ask exploratory/probing questions

Step 3: Analysis Look for emerging patterns in the data Look for emerging patterns in the data Create data charts. Create data charts. Glare/ Contrast issues? Glare/ Contrast issues? Vision Acuity? Color perception? Vision Acuity? Color perception? Clutter Issues Clutter Issues Group Dynamics Group Dynamics

Step 4: Reporting Report findings frequently with designers Report findings frequently with designers Speak their language. Speak their language.