Digital Ethnography for Design Innovation |
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| Event | Interactive 2011 |
| Format | solo |
| Organizer | Paul Bryan – Usography |
| Description | Millions of people are generating a virtual deluge of personal stories in social media venues. Many of these stories are relevant inputs to product and service design strategy. Digital Ethnography, also called Webnography, is a research method for analyzing social media data to generate insights for design strategy and direction. While digital ethnography avoids some of the logistical challenges associated with more traditional design research methods, it does introduce some challenges of its own. This session will provide attendees with an approach for finding data sources, bridging the gap between minutiae and the big story, isolating variables to track, finding insights that build a story and a direction, and presenting findings to stakeholders. We will cover some example sources that are rich in data for design strategy, and discuss a step-by-step process for data analysis. Topics will include: • Selecting data sources • Analyzing data • Creating useful audience segments (archetypes, personas) • Generating insights • Formulating a behavioral model • Developing a design strategy based on findings |
| Questions Answered |
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| Level | Intermediate |
| Category | Design Thinking |
| Tags | design research, ethnography, social media |