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Ethnographic Research Methods for Consumer Studies

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Learn research methods used by pros. Kaleidoscope Principal Researcher Ami Becker, PhD. has created a SlideShare presentation to demonstrate some of the top methods used in consumer ethnography.

The most essential element of user-centered design is a deep understanding of users’ attitudes, behaviors and needs. Product and service companies looking for a leading edge, build an empathetic connection to create an outstanding user experience, support consumers in achieving their goals, and build brand loyalty.

Design Research professionals leverage observational and ethnographic methods to understand how consumers interact with products, systems and services in the actual context of use. Applied successfully, these methods inspire empathy among the team and lead to key opportunities for innovation.

In this SlideShare, Becker provides tools and techniques, observational styles and 5 top methods honed from her experience creating detailed research plans through her Kaleidoscope innovation consulting firm work for some of the top consumer brands today.

Veröffentlicht in: Business

Ethnographic Research Methods for Consumer Studies

  1. 1. Confiden'al Copyright © 2016 February 29, 2016 1 Ethnographic & Observa3onal Research Methods Dr. Ami Becker
  2. 2. Confiden'al Copyright © 2016 February 29, 2016 2 What is Ethnography? Ethnography derives from the Greek word “ethnos” meaning folk, people, na'on and “grapho” meaning write. Wikipedia defines it as “the systema'c study of people and cultures.”
  3. 3. Confiden'al Copyright © 2016 February 29, 2016 3 Consumer Ethnography Observing consumers and users interac'ng with products, systems, people and features of the environment out in the real world is a great way to build empathy and to iden'fy opportuni'es for innova'on.
  4. 4. Confiden'al Copyright © 2016 February 29, 2016 4 The Ethnographic Approach Ethnography is a par'cular approach to researching people and culture. While the founda'on of ethnographic research is careful observa'on and documenta'on, there are a variety of tools and methods that may be employed.
  5. 5. Confiden'al Copyright © 2016 February 29, 2016 5 Tools and Techniques We use a number of tools and techniques to provide a rich picture of consumer behavior: •  Audio and video recordings •  Photo studies •  Journaling •  Storytelling •  Ar'fact analysis Some sample methods follow:
  6. 6. Confiden'al Copyright © 2016 February 29, 2016 6 Fly on the Wall This is a method we use in public and semi-public spaces to observe how people interact with a product or system, as well as with others in the environment. Fly on the wall is “pure” observa'on, since people generally are not aware they are being observed.
  7. 7. Confiden'al Copyright © 2016 February 29, 2016 7 Shadowing In this method, we follow and observe research par'cipants as they go about their normal rou'ne—using a product, execu'ng a process or performing jobs or tasks—while trying to remain as invisible as possible.
  8. 8. Confiden'al Copyright © 2016 February 29, 2016 8 Video Study Some'mes we use video and audio recordings as an alterna've to live shadowing when the observed behavior needs to be more naturalis'c (since it’s easier to forget about a camera than a human following you).
  9. 9. Confiden'al Copyright © 2016 February 29, 2016 9 Contextual Inquiry Talking to people in the context of use enables us to observe and be`er understand their ac'vi'es, feelings, opinions, mo'va'ons and needs.
  10. 10. Confiden'al Copyright © 2016 February 29, 2016 10 Touchstone Tours We also ask consumers to offer a glimpse into their world by leading a tour of their environments— opening drawers and cabinets, purses and briefcases, lunchboxes and book bags—so that we can learn about the products they use and details about how they store and carry them.
  11. 11. Confiden'al Copyright © 2016 February 29, 2016 11 The best innova'on starts with the user. Ask about a research study designed for your specific needs. Ami Becker Laura Dougherty CLIENT PARTNER, CONSUMER laura@kascope.com PRINCIPAL DESIGN RESEARCHER abecker@kascope.com

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