What is Ethnography and how does it work?

Summary

The video explains the ethnographic research process in anthropology, which involves immersive observation of people in their natural environments for extended periods. Researchers aim to observe behavior without interference, making connections between what people say and do. Social and cultural theories are applied to extend insights from small groups to broader populations. The findings are often integrated with practices like design thinking and user experience design to deliver actionable insights, such as when studying flexibility at work or financial solutions in New Zealand.

Takeaways

• 🌍 Ethnography is a process used in anthropology for studying people in their real environment.
• 🕒 Immersion is key, with anthropologists spending significant time (1-3 weeks) in the field.
• 🏢 While studying workplace flexibility at PricewaterhouseCoopers New Zealand, the researchers fully integrated into the environment with their own desks and access cards.
• 👀 Ethnography emphasizes observing real life without altering or disrupting it.
• 🚶‍♀️ Researchers follow individuals closely to understand their behavior, as seen in a study on financial debt applications in New Zealand.
• 🏢 Researchers adapt to various environments, from car lots to boardrooms, to observe participants in different contexts.
• 📚 Ethnography links small-scale observations to broader social and cultural theories for deeper understanding.
• 🇳🇿 A study on Kiwi bird protection and gaming connected findings to national identity and environmental values in New Zealand culture.
• 🔄 Ethnography complements practices like design thinking, user experience, and organizational development for actionable insights.
• 🗺 Ethnographic research often results in deliverables like user experience maps and can inform design thinking sprints.

Q & A

What is ethnography and how is it used in anthropology?

Ethnography is a research process used in anthropology where the researcher immerses themselves in the real-life environment of the people being studied to observe and interact with them. This approach helps anthropologists understand not only what people say but also what they do in their natural settings.

How long do anthropologists typically spend in the environment they are studying during ethnographic research?

Anthropologists typically spend between one to three weeks in the environment they are studying during ethnographic research.

Can you give an example of ethnography in a corporate setting?

An example of ethnography in a corporate setting is the study of workplace flexibility at PricewaterhouseCoopers in New Zealand. Researchers worked from 9:00 to 5:00, had their own desks, and even access cards to fully immerse themselves in the environment.

What is the importance of non-disruption in ethnographic research?

Non-disruption is crucial in ethnographic research as it ensures that the researcher can observe people’s natural behaviors and interactions without altering the environment or influencing the subjects, providing a more accurate representation of their daily activities.

How did ethnographers study the financial debt and technology solutions in New Zealand?

Ethnographers followed customers through the entire debt application process for Harmony New Zealand, moving through various environments such as a used car lot office, a management boardroom, and even a basement to observe how customers engaged with the process.

What role do social and cultural theories play in ethnography?

Social and cultural theories are used in ethnography to scale the understanding of small group observations to larger populations. These theories help explain the behaviors and findings observed in the studied environment, providing a broader cultural or social context.

How was national identity formation studied in New Zealand through ethnography?

Ethnographers studying New Zealand's engagement with Kiwi bird protection and gaming also analyzed national identity formation, exploring the importance of the environment in shaping cultural aspects of New Zealand’s identity.

How does ethnography complement practices like design thinking and user experience?

Ethnography complements practices like design thinking and user experience by providing detailed, immersive observations that can inform and enhance these methodologies. For example, in the Harmony New Zealand study, ethnographic work contributed to the development of user experience maps and was integrated into design thinking sprints.

What are the actionable outcomes of ethnographic research?

The actionable outcomes of ethnographic research can include insights that enhance organizational practices, user experience design, and development strategies. For instance, observations from the study of financial debt solutions in New Zealand were applied to user experience maps and design processes.

How can someone engage with the team behind this ethnographic research?

To engage with the team behind this ethnographic research, one can send an email as an initial point of contact to explore collaboration opportunities or discuss further details.