Learn what makes ethnographic interviews distinct and distinctly valuable, how to develop interview protocols that align with a research brief, and specific skills for engaging with research participants.
Instructor: MICHAEL G. POWELL
This video has been edited to protect the privacy of participants in the live tutorial.
Interviews are research bread and butter. But a method often referred to as “common” and “easy” actually comprises a vast terrain of approaches, techniques, theory and analytical frameworks—not to mention the interpersonal and sensory arts at the heart of interviewing.
This tutorial provides a grounding in ethnographic interviewing, which generates unique value by prompting and actually participating in the articulation of our participants’ worldviews and discourse. It covers framing questions, asking questions well, actively listening, providing feedback and prompts for exploration. You will learn:
How to think about research project design in ways that value ethnographic...
Case Study—This case study will present how a multicultural and multidisciplinary team from EPAM Continuum, the global innovation design firm, gathered, analyzed, and presented back different forms of “evidence” to satisfy the complex set of client and customer needs for a Jordanian microfinance bank with 30 branches and 65,000 clients. The team navigated cultural and linguistic barriers as they sought to provide stakeholders and their customers the evidence they needed to confidently design a new “mobile payment service” for their microloan customers. Over the course of the engagement, the firm's team strove not only to research, design, and prototype a new service to hand off to a local development team, but also to (1) use a combination of deliverables and in-field accompaniment to train microfinance bank staff in their process; (2) present evidence demonstrating the deep customer understanding that can result from pairing ethnographic research and human-centered design; and (3) create evidence...