ÿþ M é m o r a n d u m p r é p a r é p a r l e S e c r é t a r i a t
T É CNICA
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Transcript of T É CNICA
TÉCNICAEThNOGRAPHIC TECHNICS
Holistica. Naturalist.Fenomenologic
Malinowski
EthnographicsTradicionaly…
EthnographicsPresent day…
The designers need to understand the relationships between what they produce and the MEANING of their products for others
As a design tool
…which condition design
Understanding the cultural rules
Observing reality…
Not leaving everything to the words of the people…
Identify posible improvements
Compare the ways in which some products funcion all over the world…
UNiversal
1RESEARCH DESIGN
Defining the problem and the objectives of the investigation • It helps to define the information and necesary
by-products to efficiently comunicate both the investigation and conclusions to the client.
• It helps all parricipants to understand the questions and the importance that the research can have when making decisions for the final design.
PPTask program
Determination ámbito and muster.
• Who are the persons who can shed more light on the questions?
• Is that someones who uses certain products or who acts in certain ways?
• Is it someone who provokes changes or impacts on the way that others act?
• Are they personss who live in a given environment, the culture or the geophic location?
Spheres ofrelation
Service userActive user Pasive user Constructing user
RESEARCH DESIGN
Directa o IndirectaParticipante o no ParticipanteDe campo o de LaboratorioIndividual o de Equipo
Prolongada y repetitiva
2Direct or Indirect
Participant or not Participant
In the field or in the Lab
Individual or in a team
OBSERVING, REGISTERING
AND DESCRIBING
Scientific Observation
Extended and repetitive
2OBSERVING, REGISTERING
AND DESCRIBING
Field NotesPermanent registers (videos, fotos, voice recordings)
•
Triangulation of information
3 THE ETHNOGRAPHIC
INTERVIEW
• Informant: How to select an informant, how many are to use and to what purpose
• The problem with lack of precision of the informants
• Planification and execution of theinterview: protocol, polling, contextualization and transcription.
THE ETHNOGRAPHIC
INTERVIEWPhrasing of the questions that can be modificied according to the investigation:
Descriptivas questions:What do the do? Where do they live?
Structural questions: What is the meaning of the expression used by an actor in a given moment?
Contrasting questions: Does the actor use these expressions in other situacions?
Kinds of questions:
Focal Groups ”Group explorative inerview”
Collective interviews made to homogeneus groups
• Knowing conductss and social attitudes
• Obtaining more and more veried answers that can enrich the information in respect to a matter.
• Better focusing a research or more easily locating a product.
• Obtainig ideas to perform later studies
Pros ConsCertainty atmospher Discomfort with certain
matters
Wide range of information in a short time
Mastery of the matter by an individual
Results in a shorter time Opinions become generalised
Focal Groups ”Group explorative inerview”
Histories of life
Crear a relationship based on empathe
The tales of life as products of the sociedty or part of the ulture: Construccion of coherence in the narratives
A group of manipulations, transformations, operations and reflections that we perform on the data to obtain significations that allow for the understanding of the situacion of a matter of study
QUALITATIVE ANALYSIS Focal
Groups
QUALITATIVO ANALYSIS
RealityConceptual
elaboration of the information
communicationInformation
of the slice of reality Conservation
treatmentExpressionCreativo process
4MANAGEMENT OF THE DATA
AND QUALITATIVE
ANALYSIS
The manageament of information: how to organize, storage and facilitate the acces to the dat
Transcription of text
Reduction of data
Categorization
Categorization
Conceptual clasification
of units covered by a common
matter
Asignement of a label to each unit that is considered
part of a class
categorization
Units
Process of categorization
Manipulative process through
which the categorization is
descibed
Syntehsis and grouping
Identification and
classification of elements
MANAGEMENT OF THE DATA
AND QUALITATIVE
ANALYSIS
The manageament of information: how to organize, storage and facilitate the acces to the dat
MANAGEMENT OF THE DATA
AND QUALITATIVE
ANALYSISInformation reduction
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MANAGEMENT OF THE DATA
AND QUALITATIVE
ANALYSISConstruction of presentations
Extracting and y verifying the conclusions
VS. QUANTITATIVEQUALITATIVE
• The researcher intents to understand the human behavior immerso in the place where it develops and interacts.
• He observes activeley its subject of studies
• He is aware that his presence provokes reactiv effects among the subjects under observation.
• He thinks that the only existing generalisation is that no generalización exists
•The researcher studies the behavior of men from the outside. He introduces himself on some ocassions into the scenary that he pretends to define and explain
•He observes his subject of study in a controlled way
•He thinks that through the control of the contaminating variables he does not provoca reactive effects among the subjects under observation.
•He thinks that he can generalise other similar contexts
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VISUAL ETHNOGRAPHY
• The image can represent a thousand words with infinite meanings
• The development or research methods in marketing that go through the anthropological look: to observe, understand and decode in order to understand human behaviors in his habitat
• Transcription of an ethnographic observation into a discourse expressed in images and sound: fotos, video, movies; instead of the written text, visual narrative is used
• Visual ethnography ilustres what has been researched and documented by the anthropologist and the visual production of the anthropologic kind It is the intervention de un no antropólogo experto en la técnica de grabación y filmación que registra los fenómenos sociales
• Actualmente hay una gran cantidad de etnografías digitales que se publican en CD-ROM o distribuidas a través de la web; algunos ejemplos que podemos encontrar son: “El Pulque”, trabajo realizado por Scott S. Robinson (http://antropologíavisual.net)
VISUAL ETHNOGRAPHY
QUALITATIVE
• http://www.uam.es/personal_pdi/stmaria/jmurillo/InvestigacionEE/Presentaciones/Etnografica_doc.pdf
• http://www.torresburriel.com/weblog/2010/04/21/tecnicas-etnograficas-como-herramientas-utiles-en-ux/
Mesografia