tag:blogger.com,1999:blog-29965958.post-85717363493234151492007-06-19T21:08:00.001-07:002007-06-19T21:08:58.687-07:00Key points for Ethnographic User Research<br /><br />Keep the list of questions ready in your bag and in your mind (not in your hand).<br />Try rehearsing the entire conversation through one or two sample interviews. This would get you into the groove.<br />Always go in the team of two. Better if one person is a woman.<br />Take some time, especially in the case of home interviews, to make the person/family comfortable in talking to you.<br />If they are talking to you, never be in a hurry to ask the next question.<br />Idea should be about ‘broaching the topic’ and not ‘asking a question’.<br />Note all that is happening around. Do not focus the camera only on the person who is speaking. While the voice is getting recorded, camera can actually pan the surroundings.<br />Note the brands that are in use, around the subject.<br />Note the body language.<br />Take a round of the market, to see the environment, ads, messages, trends in that living habitat.<br />Never. Be too apologetic about the interviews. Some of the subjects are too keen to be interviewed.<br />You can prompt/help them for certain issues, if they are not the talkative kind.<br />Also note the people and their interactions around the subject.<br />Take a look at the architecture, interiors etc. and articulate in the report.<br />Carry visual concepts to illustrate the ideas, but use them after significant comfort has been approached.lookinbardhttp://www.blogger.com/profile/15939041927117962769noreply@blogger.com