using frameworks to manage ethnographic data

Hilary Whitehead 2017 Do not reproduce

FRAMEWORKS: Managing Ethnographic Data

Hilary Whitehead

GfK Custom Research


Ethnography versus standard UX

Participant-observation

Broad Research Qs

Less Structure

Emergent Objectives


What is a Framework?

➔ A way to structure … something

➔ Analytical tool

➔ Used to make analytical distinctions and organize ideas


Standard UX Frameworks

➔ Objectives + Research Questions

➔ Moderator’s Guides

➔ Datasheets

➔ Study Design

➔ Analysis

➔ Report


Why Frameworks in Ethnography?

Lack of Focus

Huge Amt of Qual Data

Mutable Design

Few Initial Buckets


Example Research Study

Designing a New Israeli Restaurant to Attract Business in Boston


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


Define Research Objectives

RFP

Who is the audience?

How will they use the data?

What do they know already?

What are their interests?


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?


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


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


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?


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


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


Process Data + Refine Themes


Develop Working Framework

Decision to Dine

Price

Food Quality

Ambience Authenticity

CommunityReligion

Location

Modernity


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


Implement the Framework

➔ Ask: How can we affect each of these factors?

➔ Create: Design plan based on the framework and objectives


Go Do It

➔ How can you use these techniques in future studies?

➔ What other techniques have you used?


Thank You!

Connect:

Email: [email protected]

LinkedIn: linkedin.com/in/hilarywhitehead/

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