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