Following up on her earlier piece on ethnographic research in a world of big data, Jenna Burrell, sociologist and assistant professor in the School of Information at UC-Berkeley, continues her argument against the idea that big data might usher in a new era of automatic research and along with it researcher de-skilling or that it would render the scientific method obsolete.
Her latest post in structured through two questions: “What is big data?” (and therefore “What is beyond the easy reach of big data?”) and “Where do we stand in relation to this phenomenon as ethnographers, or more generally, as researchers with a bent towards qualitative and interpretivist approaches?”
Here are a few sentences that I found quite illuminating:
“There’s something that ethnographers have in common with big data enthusiasts though neither group perhaps realizes this. Though ethnography has sometimes inaptly been equated out in the wider world with interview studies, it is the immersion of the ethnographer in a social world and the attempt to observe the phenomenon of interest as it unfolds that more distinctively characterizes such a methodological stance. […] It is this the closeness to the phenomenon of interest that is a shared concern. There is a common understanding that what people say (out of context, in a private interview or survey) is not a transparent representation of what they do. Ethnographers get at this the labor-intensive way, by hanging around and witnessing things first hand. Big data people do it a different way, by figuring out ways to capture actions in the moment, i.e. someone clicked on this link, set that preference, moved from this wireless access point to that one at a particular time.
Of course a major and very important point here – ethnographers’ observations are NOT equivalent to what data logs record…and a critical point is that ethnographers don’t stop with the observation or treat it as inherently meaningful, but do a whole lot of complementary work to try to connect apparent behavior to underlying meaning.” [Emphasis by author]
A part 3 is still forthcoming.
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to “transform data into insights about consumers’ motivations and to turn those insights into strategy.” The article was written by Frank van den Driest and Keith Weed of a […]
This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of ethnography to create transformative innovation, growth and strategic success for companies, industries and communities. On the second day of […]
Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]
Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]
Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]
One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]