An Ethnography primer

An Ethnography primer

1. Why Etnography its a great tool?

   • Give us a sense of compassion and emphaty for pur audiences
     • Helps to create compelling solutions
   • Its a research Method of observing people on their natural environment
   • Offers make sense on the complex of people and culture
     • Because let us see beyond our perceptions and inmerse in the wolrd of others
       • Helps us to see patterns
       • Observe real behaviors on real environments

2. Ethnography allow us

   • Discover Meaning
     • How people make sense of their world
       • EX: Rituals
       • Examing Artifacts
         • Reflects what they value & hold dear
   • Understand Norms
     • Reveals the ways wich cultural norms shape's people perceptions
       • How people express themselves trough style we gain insights how people define themselves in a group or a community
   • Make Communications Powerful
     • Help us to communicate more effectively with target audiences
       • Language & a way they understand
         • The message comes more clearly
           • Observing how people process infomation we learn what word evoque emotions
   • Be Worldly
     • Create Brand Experience that are Globally with a local inspiration and relevance
   • Observe Reality
     • Highlights the difference between what people perceived they do and what actually do
       • This hepls us to create messages and experience that conect with real emotions and intetions
   • Identify Barriers
     • Identify people's pain points
       • Lead us to create truly solutions

3. Steps in Ethnography research

   • 1. Define the problem
   • 2. Find the people
   • 3. Plan and Approach
   • 5. Analyzed Data
   • 4. Collect Data
   • 6. Share Insights