A  Presenta*on  from  the  NewMR  Ethnography  &  Market  Research  Event  -­‐  May  25,  2011  

Event  sponsored  by  Square  Holes  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  For  more  informaFon  about  Square  Holes    hGp://www.squareholes.com/  

For  more  informaFon  about  NewMR  events  visit  newmr.org  

The  Wizard  Behind  The  Curtain:  Ethnographic  Analysis    Erica  M.  Ruyle,  Market  Strategies  

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 2

The Wizard Behind The Curtain: Ethnographic Analysis

Erica M. Ruyle

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 3

Follow the road to success . . .

BRAINS

STRONG HEART COURAGE

Being an “ethnographic” wizard takes all of these!

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 4

Reflexive Fieldnotes

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 5

Fieldnotes

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 6

Get it under control by preplanning.

Try not to get caught up in a data

Analysis is done during field and immediately after.

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 7

Field notes

Site

Context

Contextual Findings! Interviews

Coding

Multimedia

Put it all together!

Analysis means triangulating

your data.

Data reduction is one of the greatest battles you’ll face

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 8

Brains: Start ahead of time by coming up with a good model base to ground your data in theory.

Heart: Find similarities and contrasts. You’ll need a strong heart to work through these.

Courage: See things from the “native point of view” and find what is meaningful while remaining “local” in your research.

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011

Models

9

•  Examples −  Modeling Framework

•  Process

•  Knowledge

•  Time

−  Consensus Model

−  Comparative Model

−  Transferential Model

−  Work System Design

Function of Violence as contextualized in video

games

Early Work Existing Theoretical Framework

Expert understanding of the topic

Depends on what you’re researching

Don’t try to fit all ethnographic data in the same box!

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011

Patterns, Connections, Similarities/Contrasts

10

Start with a strong code frame

Negative evidence is as important as positive.

There are multiple ways to code but using a good QDA will help

You will have a TON of data; make sure you step back to take in . . . the big picture

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011

Local Categories of Meaning – “Native”

11

Remember, you’re telling a

story! Tell it from the “native”

viewpoint.

Punctuate your narrative

with explanations but don’t let it

dominate.

History and cultural

background help find categories of

local meaning.

Don’t let your emotions

and subjectivity dominate,

regardless of findings.

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011 12

Speaker Erica M Ruyle, Market Strategies, USA NewMR Ethnography, May 25, 2011

Q & A

Sue York The Future Place

Erica M Ruyle Market Strategies

A  Presenta*on  from  the  NewMR  Ethnography  &  Market  Research  Event  -­‐  May  25,  2011  

Event  sponsored  by  Square  Holes  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  For  more  informaFon  about  Square  Holes    hGp://www.squareholes.com/  

For  more  informaFon  about  NewMR  events  visit  newmr.org  

The  Wizard  Behind  The  Curtain:  Ethnographic  Analysis    Erica  M.  Ruyle,  Market  Strategies