1 Digital Home. Intel Corporation DHG User Experience Group July 2006 Digital Home. Intel Corporation

2 Intensive qualitative & interpretative studies Participant observation; semi-structured interviews; home tours –Small scale, in person, descriptive/theory informed Cultural probes, photo diaries, cognitive mapping, story-telling exercises, visualization exercises Quantitative research Focus groups, surveys & questionnaires –Large/small scale; in-person/remote; statistically/interpretative analysis Our Methodologies for Studying People, Cultures, and Homes

Digital Home. Intel Corporation3 US Brazil Egypt Turkey Germany Australia India Taiwan Italy China Japan Korea UK Ethnographic & Design Research Completed in 13 Countries Primary focus on TV, PC, Handheld 86 households. ~400 interviews Understanding the daily lives of people – & their relationships with technology Spending time with them in and around their homes Uncovering what they value, the experiences they desire & why TV: China, India, UK, US PC: Egypt, Germany, South Korea, Brazil HH: Japan, Taiwan, Italy, Turkey

Digital Home. Intel Corporation4 Fieldwork completed in Q1; Ethnographic findings presented within DHG & Intel; limited findings shared with fellow travelers (OEMs and retailers in US and Japan; plans for same in Europe); Ongoing data analysis and identification of future TV experiences and usage models Methods include ethnographic interviews, home tours, photo diaries, participant observation, video documentation, participatory design exercises No single TV experience - many ways placed, used, understood TVs are not “just” - or even “primarily” entertainment devices TVs are the most powerful ICT in the home; define, demarcate time and space TVs have a half-life, rather than a replacement cycle The Social Lives of Television China, India, UK, US The lifecycles of a ubiquitous social /cultural object in global middle class homes

Digital Home. Intel Corporation5 Field work completed Q2, analysis & report-outs Q3, brainstorms & design implication investigation Q3 Methods include ethnographic interviews, home tours, cognitive mapping exercises, photo questionnaires, participant observation, video documentation PC is perceived as work-only or leisure-only device Frustrating, complex, mysterious, and often-broken It is seen as essential but troublesome Understanding the PC Egypt, Germany, South Korea, Brazil Gaining deep knowledge of how the PC is understood in these countries

Digital Home. Intel Corporation6 Handheld Technologies In- and Outside the Digital Home Japan, Taiwan, Italy, Turkey Field work completed Q2, analysis & report-outs Q3, usage brainstorms & design implications investigation Q3 Methods include ethnographic interviews, home tours & mapping, participant shadowing, purse/bag inventories, & participatory design exercises Mobiles refreshed quickly, find a place of value in ecosystem of carried objects Local service plans, fee structures dictate usage patterns Mobiles are primary sites of content creation, not so much consumption at this point The everyday experiences of mobility – what people carry with them and why those things are important

Digital Home. Intel Corporation7 Domestic Space and Interfaces for Located Mobility Katrina Jungnickel (INCITE, University of Surrey) CTG/UEG fund 12 month qualitative sociological study exploring the impact of wireless broadband on urban Australian daily life. Mid-project report outs to CTG, MG (Consumer Research, WiMAX), User-Experience Research community Australia is site of first commercial WiMAX deployment (Unwired Australia – Intel key investor) Australia is #2 laptop market in APAC, also #2 server market. Early data suggest wireless broadband is changing domestic occupation patterns; expanding home to include public places Impact of wireless broadband on Australian homes