Ethnography

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Ethnography

• Learning Users

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Ethnography Studies

• Studies that basically go out and try to
  understand the differences between audiences
• Try to uncover nuances that make them separate
  from other ones.

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Ethnography Studies

• How are these done?
• You go where the users are and interact with them
• These interactions can be observations,
  interpersonal interactions in the form of
  interactions, etc.
• What are you looking for?

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Ethnography Studies

• What things are really on the hearts and minds of
  them and their peers
• What things stress them out the most
• Some things from their photo albums and things
  that which really mean something to them

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Ethnography Studies

• Go through their closets
• Go through their music collections
• Go to nightclubs with them
• Talk to them about issues that they feel are
  really important to them

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Ethnography Studies

• How do you collect this data?
• Video
• Audio recordings
• Written notes
• Company Example Ethnographic Insight

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Ethnography Studies

• What do you do with all this data?
• Translate it into interface designs and
  evaluation protocols
• Design interfaces that contain familiar colors,
  faces, language, issues, etc.
• Use this data for content as well as imagery
• Use this data in evaluation design, i.e. where to
  conduct the evaluation

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Ethnography Jobs

• http//www.anthrojob.com/
• Ethnography.com
• Portigal.com