Ethnography is a research method that comes from anthropology and sociology and it uses both qualitative and quantitative methodologies. Ethnographies are based on possible participation, not only observation of the group studied; it means the researcher is an insider of the situation.
Ethnography uses three kind of data collection: Interviews, Observation and documents. Each one produces a different kind of data: Quotations, Descriptionss ans excerpts of documents; these all blend together in one single thing: NARRATIVE DESCRIPTION
When doing ethnography it is important to keep in mind the commitment needed to get close to the subject; to describe what is observed and try to find out the different points of view from the people involved in the research.
As said at the beginning, the ethnographer is a participant; it means that besides seeing he needs to feel what it is being part of the group however it is important for ethnographers to be both an insider and outsider because it will make the research objective.
Ethnography uses three methodological principles:
Ethnography uses three kind of data collection: Interviews, Observation and documents. Each one produces a different kind of data: Quotations, Descriptionss ans excerpts of documents; these all blend together in one single thing: NARRATIVE DESCRIPTION
When doing ethnography it is important to keep in mind the commitment needed to get close to the subject; to describe what is observed and try to find out the different points of view from the people involved in the research.
As said at the beginning, the ethnographer is a participant; it means that besides seeing he needs to feel what it is being part of the group however it is important for ethnographers to be both an insider and outsider because it will make the research objective.
Ethnography uses three methodological principles:
- Naturalism: Social research means capturing the true nature of human social behavior, it is necessary a first hand contact with no artificial settings.
- Understanding: Human actions involve interpretation of stimuli and the construction of responses.
- Discovery: Research process is based on discovery rather than hypotheses testing.
For ethnographies there are some useful points:
- Documents such as annual reports, websites, newsletters, contracts and so on, can be used; these documents add additional insight or information to projects.
- The research must not harm those who are being studied, it mean ethical concerns are needed.
- Analysis and interpretation are different processes: The first one means getting the total picture of the process; bringing order to the data, organizing what is into patterns and categories. The second one means attaching meaning and significance to the analysis, explaining patterns.
- Once analysis and interpretation are completed, the researcher can come up with conclusions.
- Not all the data collected should be presented; some thing must be omitted.
Two examples of how ethnographic research can be included in product design or product innovation:
- Icon Health and Fitness treadmill: the new designer wanted to create a treadmill that could differentiate from the already existing huge number of treadmills in the market. The designer went with a camera and a notebook to observe how people used treadmills. He saw a behavioral pattern in which people used racks to read magazines onto the console of the treadmill. It was quite difficult because they had to move the rack to program the treadmill or to check their times and calories burned, after they moved again the rack and continued their readings. Icon Health and Fitness developed a treadmill with a magazine rack in the middle and controls and displays to each side of the console.
- Fisher- Price Electronic Learning Aids: Fisher- Price wanted to develop an electronic learning aid for kids to compete with very successful products from other companies. Researches went to a preschool to see how kids used the existing products. Kids were having fun with the toys but the real fun and action took place when the kids went to recess. Fisher- Price developed an outdoor product called “Jitterbug” which gave the kids a series of tasks to do as running, jumping or hopping on one foot while teaching them about the numbers, colors and alphabet.
This video is a very good and interesting example on how ethnographic research can be used to develop products. Is about HP and its computers for classrooms.
BIBLIOGRAPHY
-Skaags, Paul. Ethnography in product design. Journal of management and marketing Research. Available in http://www.aabri.com/manuscripts/09220.pdf
-Genzuk, Michael. A synthesis of etnographic Research. University of Southern California.
-Images from http://www.gettyimages.com