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Slides from my February 2014 talk for Dr. Jeremy Spoon's undergraduate Applied Anthropology class at Portland State University. Talking points include my educational history, career path, experience in UX research, and the evolution of my perspective on practicing anthropology, particularly in business settings.
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ONE PERSON’S JOURNEY IN PRACTICING ANTHROPOLOGY
Amy Santee, UX Researcher @ EmpiricalPortland State University
February 27th, 2014
AGE 14...
2004-2008
2009-2011
2011-2012
2013-present
BA Anthropology
Consumer Researcher(corporate)
UX Researcher / Consultant(agency)
MA Applied Anthropology
The recession...
Formative Years...
Eckerd College
University of Memphis
State Farm
Empirical
2004-2008
2009-2011
2011-2012
2013-present
= Level of Understanding of
Doing Anthropology
Foun
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Eckerd College
University of Memphis
State Farm
Empirical
2004-2008
2009-2011
2011-2012
2013-present
BA Anthropology
Interest in people, culture, travel,The Exotic “Other”Innate curiosity about the worldDidn’t really “get it” going inSurvey courses in the 4 fields (except archaeology)Foundational knowledge & skillsResearch opportunitiesStudy abroadSenior thesis - gentrification, development and senior citizens perspectives A love for research -- a way to explore the world around me
Eckerd College
University of Memphis
State Farm
Empirical
2004-2008
2009-2011
2011-2012
2013-present
MA Applied Anthropology
Took a year off Went back to “master” anthropology theory and methods... a deeper understandingNot just about studying the “other” but applying anthropology to real world problem solvingUrban anthropology and social issues, community development, poverty, healthcarePracticum/applied thesis on community health initiatives (evaluation and ethnography)also... Culture and Consumerism (design & business)
The recession...
Eckerd College
University of Memphis
State Farm
Empirical
2004-2008
2009-2011
2011-2012
2013-present
Consumer Research First opportunity to really apply anthropologyAn anthropologically interesting place to workA whole new world...
A learning experience...How to function in businessNew language & practicesHow to create value for anthropological skillsKey takeaway: Reframing, revising, rethinking what it means to be a practicing anthropologist
Eckerd College
University of Memphis
State Farm
Empirical
Consumer research at State Farm...
An anthropologist in an insurance company?!
Anthropology = understanding the human experienceCreating better products and services means understanding the people who use them
The human experience: needs, preferences, expectations, values, culture, perceptions, politics, behaviors, motivations, goals, language, context, history, frustrations, pain points, &c.Understanding = improving existing products and creating new ones
Understanding > guessing/assuming
Three key roles...
Research (lead/support): Research design, data collection, analysis, reportingMostly qualitative research: focus groups, observational research, interviews, usability testing
Project examples:
> online cross-sell experience (interviews, focus groups, usability tests) > insurance agent sales practices (interviews, observations) > call center work processes (interviews, observations) > homeowners insurance experience (focus groups)
Project management: recruiting, logistics, planning, proposals, facilities, travel, client and vendor relationships Consulting: helping business and design teams understand when and how to use research to inform decision-making
From Academia to the Workplace
As time went on in this new world, I realized that...
it’s not about “doing anthropology” but problem solving
I went in with a particular skill set and perspective and gained a deeper understanding of what it means to work in business (language, culture, practices, domain knowledge, etc.) + new ways of thinking about my work.
Anthropology tool kit
Research methods (qual & quant) Cultural theory Holistic & emic/etic perspective Attention to detail / thoroughness Analytical and critical thinking
Business experience
UX (user experience) research Business strategy (i.e., the big picture) Collaborative, cross-functional work
with businesspeople and designers Real-world problem solving
A Whole New World... A Whole New Vocabulary
2004-2008
2009-2011
2011-2012
2013 -present
UX Research & Consulting
Moved to PDX and did some freelancing while job searching
Similar job to State Farm, but I started with a refined idea of the application of my skills to this field
Continue to be challenged to rethink notions of anthropological practice and value in the business world
Eckerd College
University of Memphis
State Farm
Empirical
User Experience (UX) Research at Empirical...
What is UX research? It’s about the experience.Similar work to what I did at State FarmPlanning, designing, conducting and analyzing projectsConsulting services for clients without internal research resources, or whose internal resources are tapped outWork with clients to understand questions around business, design and [potential] customers and . . .
Help them solve their problems!
Doing User Research...
Research insights inform product design at all stages of the process: Exploratory............conceptual...........prototype
Collaborating primarily with other researchers but also with designersResearch methods: more facility based (interviewing, usability testing, focus groups, etc.) than contextual (i.e., real world)Turning research data into action!
Some examples of recent project topics
- Small business tech for productivity
- International Android developers
- Computer input mode & productivity optimization
- Photo and video editing on mobile devices
- Luxury vehicle rear seat entertainment systems
Network, network, network!!!
Reflective AdviceHave a solid idea of how anthropology is applicable to the job you wantKnow how to talk to non-anthropologists about your skills & experiences Learn the skills you need to go out and solve real world problems
Get as much hands-on experience you can (internships, projects, etc.)HUSTLE! Create your own opportunities. Shape your own professional journey.Manage your online presence (social media, blog, website, etc.)If you want to continue in anthropology and work outside of academia, get a master’s degree from an applied program
Follow your passion!
It’s not just about researchEverything is a learning opportunity
To conclude...
“Anthropologists in Practice” series at my blog - 13 interviews and counting...- Fields: branding, consulting, technology, consumer research, healthcare, community organizing, evaluation, project management, teaching, urban planning, etc.- Topics: career paths, job roles, projects, advice for students
Connect with me- [email protected] - Twitter: @amysantee- www.amysantee.com (website)- www.anthropologizing.com (blog)
THANKYOU
&ANY
QUESTIONS?
