using frameworks to manage ethnographic data
TRANSCRIPT
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FRAMEWORKS: Managing Ethnographic Data
Hilary Whitehead
GfK Custom Research
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Ethnography versus standard UX
Participant-observation
Broad Research Qs
Less Structure
Emergent Objectives
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What is a Framework?
➔ A way to structure … something
➔ Analytical tool
➔ Used to make analytical distinctions and organize ideas
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Standard UX Frameworks
➔ Objectives + Research Questions
➔ Moderator’s Guides
➔ Datasheets
➔ Study Design
➔ Analysis
➔ Report
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Why Frameworks in Ethnography?
Lack of Focus
Huge Amt of Qual Data
Mutable Design
Few Initial Buckets
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Example Research Study
Designing a New Israeli Restaurant to Attract Business in Boston
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Framework Process Roadmap
Define Research Objectives
Develop Research Questions
Gather DataProcess Data + Identify Key Themes, Variables
Revisit Objectives + Refine RQs
Gather More DataProcess Data + Refine Themes
Develop Working Framework
Visualize the Framework
Implement the Framework
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Define Research Objectives
RFP
Who is the audience?
How will they use the data?
What do they know already?
What are their interests?
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Develop Research Questions
● Who is currently eating out in Israeli restaurants in Boston?● What are their reasons for choosing as they do?● What are the opportunities for this new Israeli restaurant
to attract more business?
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Gather Data
Based on Research Questions
Where? When? Who is there? What do the customers say? What do the owners say?
[A--] 1PM Several Israeli families, and a few single people
“I love it here. The music sounds like home, and the pita is fresh.”
Focus is on music and decor
[B--] 2PM Mostly couples, mix of Israeli and Jewish-American
“The space to wash is...as it should be.”
Washing station important for main customers
[C--] 3PM Families and couples; mix of Jewish and non-Jewish
“It’s really hard to find glatt kosher vegan food. This place does it best.”
Menu should be modern and inclusive
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Identify Themes and Key Variables
Where? When? Who is there? What do the customers say? What do the owners say?
[A--] 1PM Several Israeli families, and a few single people
“I love it here. The music sounds like home, and the pita is fresh.”
Focus is on music and decor
[B--] 2PM Mostly couples, mix of Israeli and Jewish-American
“The space to wash is...as it should be.”
Washing station important for main customers
[C--] 3PM Families and couples; mix of Jewish and non-Jewish
“It’s really hard to find glatt kosher vegan food. This place does it best.”
Menu should be modern and inclusive
AuthenticityModernity Religion
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Revisit Objectives + Refine RQs
● What is the role of authenticity?● What is the role of religion?● What is the role of modernity?● How do motives vary by persona?● What are opportunities for attracting new customers AND
customer retention?
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Gather More Data
Where Who Customers say?
Owners say?
Comments About Authenticity
Comments About Religion
Comments About Modernity
Based on Initial Themes and Refined RQs
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Process Data + Refine Themes
What?
➔ Use objectives and RQs➔ Create focus➔ Revisit themes
How?
➔ Look at the data➔ Discuss the data➔ Group like things➔ Code for concepts➔ Test initial hypotheses ➔ Iterate
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Process Data + Refine Themes
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Develop Working Framework
Decision to Dine
Price
Food Quality
Ambience Authenticity
CommunityReligion
Location
Modernity
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Modernity and Convenience
On social media and Yelp, gluten-free options, etc.
Authenticity
Perceived authenticity of the food, ambience, etc.
Religious Tradition
Presence of important markers like washing station, glatt kosher status, and religious community.
Visualize Framework
Decision to Dine
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Implement the Framework
➔ Ask: How can we affect each of these factors?
➔ Create: Design plan based on the framework and objectives
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Go Do It
➔ How can you use these techniques in future studies?
➔ What other techniques have you used?
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Thank You!
Connect:
Email: [email protected]
LinkedIn: linkedin.com/in/hilarywhitehead/