digital ethnography

Towards Multi-Dimensional Ethnography

JULIA KATHERINE HAINES Google, Inc. In this paper, I argue for the value of multi-dimensional ethnography. I explore the potential for ethnography to venture beyond sites, into different dimensions. As an example of work moving in this direction, I present a new approach, dubbed TRACES, which emphasizes the assemblages that constitute our lives, interweaving digital, embodied, and internal experiences. Various data streams and sources provide different vantage points for analysis and synthesis. I illustrate how we have used these to gain greater insight into the human lives we study, with different data sources providing different perspectives on a world, then delve into our use of tools, data sources, and methods from other traditions and other fields, which, combined, give us not only a more holistic picture, but a truer one, which refutes the false dichotomy of the digital and the real. I argue that we must continue to adapt and extend ethnography today into such spaces, and that reformulating the sites of ethnography as dimensions...

The Lifecycle of a Washing Machine: Transforming the Customer Experience for a Home Appliance Manufacturer

BETH KELLEY Doblin, Deloitte Consulting LLP JENNIFER BUCHANAN Doblin, Deloitte Consulting LLP Case Study—This case study explores a customer experience transformation strategy and development research project run by Deloitte for a multinational U.S.-based home appliance manufacturing company. It explores the shift in strategy and approach for the company based on the team's digital ethnographic research, as well as applying the ethnographic method to a non-traditional data source (digital and social media). Part one lays out the background on the client and the team and challenge proposed by the client. Part two lays out the details of the team's methodology and process of evaluating social data using ethnographic and other qualitative and quantitative methods. Part three reflects on the findings of the research and how these differed substantially from the client's assumptions. Part four evaluates the contribution the digital-based research made in providing a new perspective on the enterprise's customer experience strategy...

LOLZ OMG, I’M DEAD. The Rise of Performative Behavior in Social Media, and Its Implications for Digital Ethnography

KATHLEEN HARTNETT SapientNitro Download PDF PechaKucha—Performative behavior is an action taken specifically with an audience in mind, to elicit a response or reaction. Digital Ethnography encounters this on a daily basis, as we study behavior on social & digital networks where performative behavior is rampant. As a research source, social media behavior is often dismissed because of it’s orientation towards performance – but as people lead more omni-channel lives, the distinction between online and offline lives is becoming harder to discern. As such, we need to start viewing performative behavior as extensions of fully formed individuals. This means today’s Ethnographers need to become Digital Ethnographers as well, to better understand individuals as the sum of both thier online & offline personalities. Kathleen Hartnett lives in Brooklyn, NY and works at SapientNitro, where she leads the Social Insights capability within their Consumer Intelligence Practice. She is passionate about understanding how social media...