1. Ethnographic Research Shyamala Prayaga

2. Agenda Definition – Ethnography Research Why Ethnography ? Benefits of Ethnography Research Ethnography Research Steps

3. 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

4. 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

5. Benefits Ethnography is a tool for better design.

6. Benefits Ethnography helps to create more compelling solutions

7. Benefits Ethnography enables us to create for the global marketplace

8. Benefits Ethnographyhelps in identifying barriers

9. Ethnographic Research Steps Define the problem Find the people Plan an Approach Collect Data

10. Ethnographic Research Steps contd… Analyze data and interpret opportunities Share insights

11. Questions?