erica ruyle ethnography - 2011
TRANSCRIPT
A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/
For more informaFon about NewMR events visit newmr.org
The Wizard Behind The Curtain: Ethnographic Analysis Erica M. Ruyle, Market Strategies
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 2
The Wizard Behind The Curtain: Ethnographic Analysis
Erica M. Ruyle
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 3
Follow the road to success . . .
BRAINS
STRONG HEART COURAGE
Being an “ethnographic” wizard takes all of these!
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 4
Reflexive Fieldnotes
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 5
Fieldnotes
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 6
Get it under control by preplanning.
Try not to get caught up in a data
Analysis is done during field and immediately after.
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 7
Field notes
Site
Context
Contextual Findings! Interviews
Coding
Multimedia
Put it all together!
Analysis means triangulating
your data.
Data reduction is one of the greatest battles you’ll face
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 8
Brains: Start ahead of time by coming up with a good model base to ground your data in theory.
Heart: Find similarities and contrasts. You’ll need a strong heart to work through these.
Courage: See things from the “native point of view” and find what is meaningful while remaining “local” in your research.
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011
Models
9
• Examples − Modeling Framework
• Process
• Knowledge
• Time
− Consensus Model
− Comparative Model
− Transferential Model
− Work System Design
Function of Violence as contextualized in video
games
Early Work Existing Theoretical Framework
Expert understanding of the topic
Depends on what you’re researching
Don’t try to fit all ethnographic data in the same box!
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011
Patterns, Connections, Similarities/Contrasts
10
Start with a strong code frame
Negative evidence is as important as positive.
There are multiple ways to code but using a good QDA will help
You will have a TON of data; make sure you step back to take in . . . the big picture
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011
Local Categories of Meaning – “Native”
11
Remember, you’re telling a
story! Tell it from the “native”
viewpoint.
Punctuate your narrative
with explanations but don’t let it
dominate.
History and cultural
background help find categories of
local meaning.
Don’t let your emotions
and subjectivity dominate,
regardless of findings.
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 12
Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011
Q & A
Sue York The Future Place
Erica M Ruyle Market Strategies
A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/
For more informaFon about NewMR events visit newmr.org
The Wizard Behind The Curtain: Ethnographic Analysis Erica M. Ruyle, Market Strategies