ethenographic research
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Ethnographic Research
Shyamala Prayaga
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Agenda
• Definition – Ethnography Research
• Why Ethnography ?
• Benefits of Ethnography Research
• Ethnography Research Steps
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What is Ethnography?
• Ethnography is the study of people in their natural environments
• Relies on social research methods such as observations and interviews in 'the field'.
• Uses concept of culture as lens to interpret results
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Why Ethnography?
• Helps to uncover, interpret, and understand the consumer point-of-view
• Avoids assumptions
• Helps in building a successful product, design and user experience
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Benefits
Ethnography is a tool for better design.
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Benefits
Ethnography helps to create more compelling solutions
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Benefits
Ethnography enables us to create for the global marketplace
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Benefits
Ethnography helps in identifying barriers
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Ethnographic Research Steps
Define the problem
Find the people
Plan an Approach
Collect Data
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Ethnographic Research Steps contd…
Analyze data and interpret opportunities
Share insights
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Questions?