Ethnographic Research

Shyamala Prayaga

Yodlee®, Inc. Copyright © 2009 - 04/10/2023 - CONFIDENTIAL 2

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?