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Ethnography

  1. 1. ETHNOGRAPHY A workshop for students of the Srishti school of art, design and technology. Madhusudan Atri
  2. 2. The Wi Fi story
  3. 3. The Nokia example
  4. 4. Ethnography is a study of people in their natural environment through observations and informal (less formal) interviews.
  5. 5. The art of ethnography
  6. 6. Be unassuming, be objective, bury your ideals and perspective.
  7. 7. Making observations is about being curious and using ALL FIVE SENSES. All observations are relevant.
  8. 8. Get familiar with ad-hocs
  9. 9. The ethical and unethical
  10. 10. Be local, travel local. Be part of the experience.
  11. 11. Spend enough time. You are not going to get this opportunity again. And wear a watch.
  12. 12. You.
  13. 13. How? Research methods and tools
  14. 14. Day in the life of… Context to…
  15. 15. Day in the life of… …Specific Benefit of trust and time
  16. 16. Day mapping 6 am 7 am. Wake up, Run 8 am. Breakfast 1 pm. Lunch 10 pm. dinner 4 pm. Walk in the park 8 pm. Spent time with family 6 pm
  17. 17. Home Visits Best signs of aspirations
  18. 18. Artifacts Lamp Curd Environment of your subject is truer than your GOD subject. shelf Shrine Granary important Granary things stored
  19. 19. Interviews Listen and Snowball. Don’t try to fill the void. Research guides.
  20. 20. Photography
  21. 21. Photo Essay
  22. 22. Analyse everything. Photo analysis
  23. 23. Guerilla/rapid ethnography Quick methods.
  24. 24. Mood boards Quick methods
  25. 25. Preparing for fieldwork! Get a check list. Writing pad, pen, recorder, camera(video too) Consent forms Research guides Calm yourself
  26. 26. Spatial maps Importance of Demographic and macro data.
  27. 27. Field location Demographics Varied Distance matters and not.
  28. 28. Respondents Sample size Choosing respondents
  29. 29. Local guides Control Guide’s perspective Outliers
  30. 30. How is ethnography different from market research methods? Holistic, Contextual and empirical Dwells deeper What people say is not what people do Expensive, inconvenient, too much data
  31. 31. Ethnography applied in industry Design – New product development, Interaction and human factors. Innovation - Exploratory. Advertising - Ideation.
  32. 32. Ethnography applied in industry Market research and strategy. Policy Making. Understand systems.
  33. 33. END

Notas do Editor

  • What is the insight that drove these innovations?
  • What is the insight that drove these innovations?
  • Stems from Anthropology, sociology. deeply understand a problem and discover new dimensions. art of ethno. Natural to me
  • Stems from Anthropology, sociology. deeply understand a problem and discover new dimensions. art of ethno. Natural to me
  • Ethnography comes natural to me. Less talkative made me curious about people. How do you live in their shoes. Dress codes. Put a Naïve simplistic appearance. Be as less intimidating as possible. Being a student helps but downside is that they might not take you too seriously and not give definitive responses when they can.
  • Ethnography sciences have been invented in form of tools

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