social media

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...

Everyday Life in Tamil Nadu, India and Its Cost to “Free Basics”

SHRIRAM VENKATRAMAN University College London NIMMI RANGASWAMY Xerox Research Centre, India This paper explores how the ‘Free Basics’ initiative in India got transformed into a national debate on ‘net neutrality’ principle and finally led to it being banned in India. Further, this paper will also use ethnographic data to analyse how this ‘controversial’ initiative was debated, the claims it made and the actual ground level reality in the state of Tamil Nadu....

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...

Tutorial: Market Matters – Social Media for Pre-Research

Instructor: AARON MOY, Twitter This tutorial covers the basics of using social media, focusing how to leverage the information consumers leave behind on social media platforms in qualitative research, to recruit participants and prepare for interviews, and as a source of key sociocultural information about your research topic. Instructor Aaron Moy and tutorial participants also discuss key topics including cross-cultural and ethical issues, privacy and sensitive content, and complexities involved in making inferences based on social media presence or absence. Aaron Moy is a user researcher at Twitter focused on international growing and country specific product research. He’s also worked at Google and Universal McCann....

Ethnography, Storytelling, and the Cartography of Knowledge in a Global Organization: How a Minor Change in Research Design Influenced the Way Our Team Sees, and is Seen by Our Organization.

JAY DAUTCHER and MIKE GRIFFIN Our team unites qualitative researchers, designers, and prototyping engineers to investigate workplace technologies using a four-step process: ethnography, analysis, intervention, measurement. Projects develop in relation to the needs of internal corporate units identified as project stakeholders. An experiment with a more ethnography-centered research approach, conducted without a specific internal sponsor, led us to develop findings we believed could benefit many groups in our organization—designers, product teams, salespeople, corporate strategists—but presented us with some unfamiliar challenges. First, we needed new storytelling and social media tools to disseminate our message. Second, we needed a way to find out who, in our organization of 75,000 globally distributed employees, might value our findings. In response, we initiated an internal project investigating and mapping out social networks of knowledge exchange and strategic influence in our company. We foresee using this strategy map to...

Attaining Humanity

DANNY MILLERThank you very much, indeed. I’m really delighted to be here and to meet this community. I hope that this will be the start of an engagement. As I think it’s sort of clear, I am a pretty academic anthropologist. That makes me a bit anxious, because I do remember going to something a bit like this a long time ago, and the keynote was this kind of academic anthropologist. It was very much this sense of they were standing there and it was like what they had done was so important and so kind of profound. Yes, there were these people doing this kind of more applied work. Well, I suppose you’ve got to do something for a living, but with all of these theories, you know, we can help you do this kind of thing.And when you actually look, I think these days the work of the kind of people who stand up and say that, I would actually say that they’re the kind of theoretical academic work going on in the social sciences today—it is actually increasingly problematic. I think an awful lot of it is very pretentious; it’s very...

Searching for the ‘You’ in ‘YouTube’: An Analysis of Online Response Ability

PATRICIA G. LANGE Enthusiasm for adding sociality to Web sites is mounting. Yet, the YouTube experience shows that participation in social networking sites is complex and potentially contentious. Meaningful participation in part depends upon participants’ ability to respond to others and contribute to a site. While some participants demand more active involvement from administrators to create a safe and encouraging environment, others view intensive regulation as impairing their individual response ability to communicate with others and contribute. Discussions about adequate participation inevitably lead to a consideration of administrators’ responsibility for creating an environment that provides sufficient opportunities for widespread and diverse participation. Before embarking on creating a community or adding intensive social networking components that may be monetized to a site, administrators should think carefully about the challenges that will likely ensue as participants become more passionate about the community and consequently...

Back to the Future of Work: Informing Corporate Renewal

JENNIFER WATTS-ENGLERT, MARGARET SZYMANSKI, PATRICIA WALL, MARY ANN SPRAGUE and BRINDA DALAL This paper describes the results of a multi-year ethnographic study of how knowledge workers integrate new technology into their work practices. We studied mobile and remote workers who use smartphones, tablets, cloud computing, and social networking to support their work. Study findings describe the characteristics of mobile work, the coordination of multiple devices and sources of information, how new technology functioned as a social resource and issues that arose when participants used personal mobile devices to support work. We will also discuss how we are working with corporate teams to renew our research projects, and the solutions and services the company offers to support the changing nature of work....

Understanding Mediated Practices: Combining Ethnographic Methods with Blog Data to Develop Insights

JONATHAN BEAN and ZEYNEP ARSEL While theories of practice have been influential in the social sciences, these frameworks have seen limited application in ethnographic and applied inquiry, perhaps because few methods for carrying out practice theoretical research have been elaborated. We address this opportunity and provide an account of a multi-method inquiry on domestic practice. First, we explain methods for integrating data from blogs with ethnographic methods and how this data can be used to develop theory. Second, we share our experience as interdisciplinary researchers using ethnographic and quantitative data to connect work at the boundaries of social practice theory and theories of consumption. Finally, we share our insights on why industry should aim to better understand existing and emergent consumer practices....

Unclear Social Etiquette Online: How Users Experiment (and Struggle) with Interacting across Many Channels and Devices in an Ever-Evolving and Fast-Changing Landscape Of Communication Tools

MARTIN ORTLIEB People care and worry about how online and online/offline interactions should practically happen. They experiment with different tools and different visions of themselves in different situations, be they online or offline or across both. However, they feel there is no established etiquette about how purely online relationships should be conducted, but also how to transform relationships that began ‘online only’ into their social environments that reach beyond the Web. In this paper, I illustrate how user expectations of the desired practical experience conflict with the predominant model, “concentric circles of social distance,” that underlies most tools/services. Through six strategies of user workarounds I show glimpses of models that users do employ as they struggle to find stable ground for moral and ethical behavior as they experiment with interactions online....

Keitai, Blog, and Kuuki-wo-yomu (Read the Atmosphere): Communicative Ecology in Japanese Society

TADAMASA KIMURA In mobile communications studies, Japan is known for its “keitai culture.” However, the actual use of keitai among the Japanese is anything but glamorous. On the other hand, strong preference of online diary and diary blogs among the Japanese is remarkable. What is puzzling, however, is that the Japanese online diarists and bloggers have been astoundingly self-effacing. What communications are they engaged in, with providing little information about themselves? Relying on and advancing the methodological perspective of “communicative ecology,” this study discusses the way online diaries and blogs are intertwined with mobile communications, embedded in the communicative ecology. It also reveals the way “kuuki wo yomu” (read the atmosphere) motivates people’s expectations and actions in social communications, contributing to the formation of the communicative ecology....

Lead Type, Dead Type: New Patterns of Local News Production and Consumption

ELIZABETH CHURCHILL and JEFF UBOIS Newspapers are in trouble. Steep declines in circulation and advertising revenue have forced outright closures, reductions in force, cessation of print in favor of web only editions and frantic searches for additional sources of revenue and audience. In this paper, we report results from an interview study focused on everyday news consumption practices. Our study indicates there are many design opportunities for local news creation and distribution at interface/interaction, infrastructure and strategy levels....

Living Avatars Network: Fusing Traditional and Innovative Ethnographic Methods through a Real-time Mobile Video Service

DENISA KERA and CONNOR GRAHAM This paper presents a study of new technologies potentially enabling access to a sensory feast of places by ‘wired up’ flanêurs, real-time as well as remote ‘native’ description and interactions and situated oral histories excavated through ‘being in a place’. We describe an inter-disciplinary research project examining the cultural heritage of Singapore and the use of geo-location technologies incorporating social networking platforms as a medium for interactive heritage walks. The goal of the project is to engage both locals and non-locals in experiencing Singapore from a first person perspective, giving them a wider understanding of the ethnic and cultural diversity. The Living Avatar Network (LAN) supports sharing experiences and realities in real time through making it possible to ‘walk in someone’s shoes’ through a living avatar, re-experiencing someone’s memories of a certain place. Here we describe the approaches deployed in evolving a prototypical service - ‘traditional’...

‘Mental Kartha Hai’ or ‘Its Blowing My Mind’: Evolution of the Mobile Internet in an Indian Slum

NIMMI RANGASWAMY and S. YAMSANI Download PDF This paper is an ethnographic exploration of on-line practices of teens in a slum in Hyderabad, India. It is also an attempt to develop concepts for building a novel user model in unique socio-technical ecology. We examine how teenagers relate to the internet, develop expertise, and engage themselves in a socio-technical universe of family, peers, and locality. As ethnographers we look for qualitative indicators embedded in broader social and cultural ecologies of youth engagement with the mobile internet. We identify learning, innovation and self-perception of internet use as modes of everyday negotiation between both rising usage desires and stringent costs....

Contact Lists and Youth

MATTHEW YAPCHAIAN This paper explores the nature of networked contact lists in an emerging new media ecology as they relate to a population of 10 American pre-teens and teens (9-15). Mobile, gaming, and Web 2.0 services are contributing to a shift in the role of the contact list from a static visualization of a database to an active communication tool and the site of sociality. We draw in material from ethnographic research illustrating contact lists as dynamic sites for social activity, existing across multiple media channels, which evolve in time with an individual user. We then describe how contact list use by American youth (9-15) produces new understandings of accessibility, sociality, and visibility within the scope of personal relationships, mobility, and play in everyday life. We conclude with how we are informing corporate strategy on youth marketing and new product development....