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