2. What
is
Ethnography?
The
study
of
people
and
their
cultures.
Ethnographic
research
involves
observa:on
of
and
interac:ons
with
the
people
or
group
being
studied
in
the
group’s
own
environment.
3. Why
do
Ethnography?
Uncover
unknowns
You’re
not
an
expert
The
customer
is
always
right
(their
experience
defines
the
service,
even
if
they’re
“doing
it
wrong”)
Empathize
to
understand
4. Why
empathize?
Empathy
and
understanding
drive
insights
Insights
drive
opportuni:es
Opportuni:es
drive
beKer
service
experiences
BeKer
service
experiences
make
happy
customers
5. Collec:ng
data
in
the
field
Observe
users
in
their
natural
environment
Interview
to
beKer
understand
their
aNtudes,
beliefs,
values
Par.cipate
through
interac:on
6. Beginner’s
Mindset
In the beginner’s mind, there are many possibilities.
In the expert’s mind, there are few. —Shunryu
Suzuki
7. Observa:on
Tips
Suspend
any
preconceived
no:ons
or
beliefs
-‐
beginner’s
mindset
Use
your
senses
What
do
you
see/don’t
see?
(interac:ons,
ar:facts,
non-‐
verbal
cues)
What
do
you
hear?
(sounds,
language,
tone)
Take
pictures!
“What
people
say,
what
people
do,
and
what
they
say
they
do
are
en.rely
different
things...”
(Margaret
Mead)
8. What
do
you
see?
Ar:factsAr:facts
Don’t
assign
judgement,
just
document!
9. What
do
you
see?
Interac:onsInterac:ons
During
Synthesis,
you’ll
discuss
&
add
a
POV.
11. What
do
you
experience?
How
does
it...
smell?
feel?
tone
of
people?
emo:ons?
12. Talking
to
people
Introduce
yourself
and
the
research
you
are
conduc:ng
-‐
keep
it
casual
Ask
open-‐ended
ques.ons
to
gain
a
deeper
understanding
of
what
you’re
observing
and
be
sure
to
probe
to
get
to
the
experiences
&
details:
Example
ques:ons:
What
is
your
goal
and
what
do
you
do
to
reach
that
goal?
Tell
me
about
a
:me/experience
when...
Be
curious!
Don’t
worry
about
having
a
script
or
taking
notes
-‐
focus
on
what
they
are
or
aren’t
saying
and
what
you’re
seeing
13. Ques:ons
to
explore
Goals
-‐
what
are
they
trying
to
accomplish?
Objects
-‐
what
objects
are
important,
how
are
they
used,
who
uses
them?
Ac.vi.es/rou.nes
-‐
what
are
the
series
of
acts
performed?
People
involved
-‐
what
are
their
roles?
Environment/place
-‐
what
places
are
used
for
different
ac:vi:es?
14. Discover
new
insights
to
validate
your
ideas
Gain
an
understanding
of
mo:va:ons
and
behavior
Insight
into
pain
points
&
opportuni:es
Empathy
-‐
understand
their
experiences,
mo:va:ons,
&
emo:ons
Connec:ng
with
people
15. Tips
while
out
in
the
field
Have
a
beginner’s
mindset
-‐
leave
any
judgments
or
opinions
based
on
previous
experiences
behind
Break
up
into
small
groups
or
individually
-‐
divide
and
conquer!
Take
pictures
to
document
what
you
are
seeing
-‐
a
picture
is
worth
a
thousand
words
Look
for
verbal
and
non-‐verbal
cues
to
gain
a
beKer
understanding
of
the
overall
big
picture
Take
notes,
but
don’t
be
too
concerned
with
wri:ng
everything
down
Talk
to
a
few
people,
if
possible
-‐
the
more
people
you
can
talk
to
the
beKer!
Be
up
front
and
honest
about
who
you
are
&
what
you’re
researching
Ask
OPEN
ended
ques.ons
that
allow
people
to
tell
you
their
story.
16. Planning
for
field
work
Define
your
goals
-‐
what
do
you
want
to
understand?
Who
is
your
target?
Where
will
you
go
to
find
them?
What
are
some
ques:ons
you
might
ask?
17. PuNng
it
all
together
Create
your
plan
-‐
who,
what,
when,
where,
and
why
Observe
-‐
Use
your
senses
Talk
-‐
Uncover
experiences
&
details
Par.cipate
-‐
Be
an
ac:ve
par:cipant
Document
-‐
pictures,
notes,
ar:facts
Analyze
-‐
themes
&
paKerns
