Instructors: CHARLEY SCULL (UX Researcher, Facebook), NICK AGAFONOFF (Director, Real Ethnography) & PRABHAS POKHAREL (CEO, Reduct)
An end-to-end approach to scoping, planing, shooting, editing and sharing video ethnography projects.
This tutorial was conducted at EPIC2021. Exercises and discussions have been omitted to protect the privacy of participants.
We’ve all seen the power of a well-crafted ethnographic video to capture the attention, and imagination of the room, whether that room is a design studio, a classroom or a boardroom. At its best, it can generate empathy, reveal insights that would be impossible to describe, and build conviction and consensus, in ways that can lead to alignment on what action to take next. In this EPIC 2021 tutorial we will show you just how accessible this powerful form of expression can be to produce.
Join experienced video ethnographers and editors, Nick, Charley, and Prabhas, to explore the craft of ethnographic storytelling for impact, through video. You will leave...
The film session at EPIC explores the ways ethnographic practitioners have used moving images to interpret data, share insights, and tell the stories of their work. Filmmakers showcase these forays in visual storytelling by screening examples and discussing the limits and possibilities of the form. Films were selected through anonymous review.
Introduction, Charley Scull
Food for Thought: The Path to Food Security in Newark, RUCHIKA MUCHHALA, Third Kulture Media
The Learning Library: Using Ethnographic Film as an Organizational Change Tool by Scaling Human Insights across a National Preschool System, HAL PHILLIPS & MEG KINNEY, Bad Babysitter
Clyde in Mulberry, ALLEGRA OXBOROUGH, Aero Creative
Agency in the Smart Home of the Future, NICK AGAFONOFF, Real Ethnography
CHARLEY SCULL, Committee Chair and Film Session Curator
Considering the theme of agency through the lens of film offers many avenues for exploration, in terms of both the stories that film can feature and the power...
This case study demonstrates the radius of influence that ethnographic insight can have throughout an organization as well as how it can be tied to business outcomes. This case also represents the power of video ethnography as a robust and enduring data set that provides a visceral, contextual, human record capable of aligning and galvanizing cross functional teams. At the cusp of aggressive expansion, Primrose Schools needed to address cascading business issues: low brand awareness relative to key competitors in new markets, brand engagement (vis a vis online content), and disappointing conversion rates for Parent enrollment. The first half of the case describes the design and key findings from our Parent Enrollment Study. Early education in present day America is contextualized against a backdrop of new parenting philosophies, socio-cultural relationships with smartphones and social media, and wage stagnation. The second half of the case illuminates how broadly the ethnography-inspired...
by PATRICIA G. LANGE, California College of the Arts
Once upon a time, a video-sharing site called YouTube was born. It greatly helped non-professional creators to post videos to the web. The platform initially broadcast diverse voices and eventually became a major competitor in the online video streaming space. The story of YouTube often begins and ends with the assumption that it achieved its destiny—that the YouTube we have now is the only YouTube that was ever possible. It feels inevitable that an up-and-coming video sharing site would commercialize.
This common story of technological development and commercialization masks multiple desires that YouTubers envisioned for expressing the self and accomplishing society. Ultimately, it reduces our ability to imagine new frameworks for facilitating interaction with video. But there are alternative narratives. Other stories—particularly those told from users’ perspectives—matter because they help us understand how complex technical systems may be shaped to better serve...
by NICK AGAFONOFF, Real Ethnography/The Practice Insights
I think of myself as a video ethnomethodologist1 – a social scientist who utilises disruptive techniques (social experiments) in conjunction with technical videography to explore, document and represent how people subjectively make sense of and navigate their everyday worlds in relation to brands, products and services.
My films and their usefulness depend entirely on the scientific process that I employ to facilitate objectification of the lived experience data collected, otherwise referred to as the evidence. My films become art the moment they become about my own subjective experience; the moment I depart from being an objective social scientist.
At EPIC2017 in Montreal, I had the pleasure of presenting my 10-minute documentary Andrew’s Story, an emotional portrait of a man who had recently experienced a permanent disability but was refusing to claim on his disability insurance. My client wanted to understand why people like Andrew are not making claims when...