Ethnography

Research
Ahmad Aslam Dhofir
Who Is Definied as:
Ethnography ? • a methode of observing human
interaction in social settings and
activities (Burke & Kirk, 2001)
• as the observation of people in there
‘culture context’.
• the study and systematic recording of
human cultures : also ; a descriptive
work produce from such research
(Meriam-Webster Online)
Rather than studying people from outside,
you learn from people from the inside.
Invented Ethnography
Invented by Bronislaw
Malionowski in 1915.
• spent three years on Trobriand
Island (New Guinea).

• invented the modern from of

fieldwork and ethnography as
its analytic component.

(Anderson,1997)
Related
Image

(Malinowski, 1967;
Kuper 1983)
 Documented Three
types of data
• Detailed
description
2. All stories,
of day to
naratives, 3. Sypnotic Chart.
day life
myths, etc.
and
activities.
Related
Image
(Anderson, 1997; Malinowski,1967;
1987; Kuper 1983)
 Traditional Vs Design Ethnography
Traditional Design
• Describe Cultures • Describes domains
• Uses local language • Uses local language
• Objective • Subjective
• Compare general principle of society • Compare general principles of design
• Non-Interference • Intervention
• Duration : Several Years • Duration : Several weeks/Months
 Why do an Ethographic study ?

• Things aren’t always what they seem.

• Practitioners/Natives are not always the best people.
(Lack insight & Discovery).
• N.B.- ethnoghrapher should guide design team, not
vice versa.
 When & Where is it used in the
Design Process?
• Pre-design
• During sesign
• Evaluation stage
• Depends on time constraints
and when it was first
implemented.
• The sooner, the better.
• Ethnographer should be seen
as a key member of the design
team.
 Methodolog
Step 1 : Preparation y Step 3 : Analysis

Step 2 : Field Study Step 4 : Reporting

Step 1 Preparation
• Familiarize yourself with ;
• organization policies
• work culture
• Current system & its history
2. Identify the focus of the study
• set initial goals and prepare questions
• Can be guided by designer goals
3. Gain access and Permission
4. Gate. keepers vs. Sponsor

(Rose et al., 1995)

Step 2 : Field Study
• Establish rapport with managers and
user.
• Record everything :
• your visits, observation, impressions,
feelings, hunches, emerging questions,
etc.
3. ASAP for accuracy.
4. Be meticulous!!!!
5. Filed notes, audio, or video recording.
6. Follow any leads.

(Rose et al,.1995)
Step 3 : Analysis
• Compile data into database;
• Numerical
• Textual
• Multimedia
2. Quantify data and compile
statistics.
3. Reduce and Interprete Data.
4. Review and Redevelop Ideas.

(Rose et al,.1995)
Step 4 : Reporting

• Consider multiple audiences

and repective goals.
• Prepare a report and present
the findings.
• Have debriefing meetings.

(Rose et al,.1995)
Ethnographic Report
• Purpose Statement
• Executive Summary
• Main Body
• Future Research
• Appendix
• Debriefing

(Randal/Rouncefield.CSCW 1996
Tutorial)
 Do & Don’t
Do
• Ask open-ended
KEDUA Don’t
questions • Ask simple Yes/No
• Phrase question • Ask leading question
properly to avoid • Use unfamiliar jargon
bias
• Speak their • Lead/guide the ‘user’
language
• Let user notice
things on his/her
own
 Advantages
1. Real-world data 3. Discovery

2. Provides in-depth understanding 4. Can be econimical (If you

of people in an organization. ‘do it your self’)
 Disadvantages
1. Context too specific
4. Time & Money

5. Data is messy and

2. Going native
often unstructured

3. Most negotiate 6. How do you

access access significance
Thank you