Aipmm ethnography

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GavunJohnston

Presentation/workshop for AIPMM, 2010. How ethnography fits into the product management process.

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Ethnography: From Intelligence to Insights to Action

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Are design researchers doing ethnography or just using ethnographic methods? Ethnography is about critically analysing people, cultures, processes, dynamics and contexts to understand what’s happening and why it’s happening. This means that the stories and experiences we collect – the evidence or data, if you like – aren’t necessarily the stuff of ethnography. So are we actually even doing ethnography? I’ll talk about my experience doing ethnography in an academic context, including my year long fieldwork in Seychelles as part of my ongoing PhD work, and how I’ve seen, learnt about and experienced ethnography as a design researcher.

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Talk at Source, Deloitte Digital Melbourne. Service design is a genuinely multi-disciplinary enterprise that borrows methods and thoughts from a wide spectrum of fields. Service designers work on problems from discovery to solution, which requires a good understanding of different stages and a capability to switch the mode of thinking between analytical and creative. Framing the problem, getting users right and proceeding with the right insights is often crucial for the success of a service design project. Methods of ethnographic research are often used in the insight part of the projects, but the tools of analysis are applied more rarely. Aim of this talk was to present some analytical tools of ethnographic research and social sciences that could provide new viewpoints into the process of crafting insights.

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