6 May 2013

Tweeting Minarets: joining quantitative and qualitative research methodologies

Be the first to share

In the last post of the EthnographyMatters Ethnomining edition (edited by Nicolas Nova), David Ayman Shamma @ayman gives a personal perspective on mixed methods. Based on the example of data produced by people of Egypt who stood up against then Egyptian president and his party in 2011, he advocates for a comprehensive approach for data analysis beyond the “Big Data vs the World” situation we seem to have reached. In doing so, his perspective complements the previous posts by showing the richness of ethnographic data in order to deepen quantitative findings.

“Discovering how communities organize, grow, and communicate under times of distress is difficult even when technology hasn’t been cut. While many things surfaced on Twitter during the revolution, like the Hardees in Tahrir being used as a safe house, many questions were left unexplained or assumed to be the work of online social networking.

This is where ethnography matters–by surfacing what to look for in the big data and highlighting what might be salient trends and features despite not being dominant. And mostly, by identifying people’s motivations and giving a deeper understanding of why things happen. From there we can start to unravel the complex communication structures at play and define new metrics informed by human action. The effort is ongoing, as we surface what has been done and what we now know through, it still says we don’t know.

It’s not a race, it’s a partnership, a marriage. The goal isn’t to get to the end as quickly as possible but rather to work together over time and build a richer world. We should strive to find these links between the quantitative and qualitative, and leave the silos which have us fragmented as a research community.”

David Ayman Shamma is a research scientist in the Internet Experiences group at Yahoo! Research for which he designs and evaluates systems for multimedia-mediated communication.

Be the first to share
9 May 2017
Data ethnographies: how do people live with data?
Data Ethnographies is a Lab of the Digital Ethnography Research Centre (DERC), at RMIT University in Melbourne, Australia. Data Ethnographies investigates the implications of the increasing ubiquity of data in everyday lives and worlds. We …
28 April 2017
[Book] Quantitative Ethnography
Quantitative Ethnography David Williamson Shaffer Boswell Press Available April 2017 > Download Introduction > Watch video presentation This is a book about understanding why, in the digital age, the old distinctions between qualitative and quantitative research methods, between the sciences and …
22 April 2017
An anthropologist in the boardroom
"It is often tempting to think that the 21st-century world is so closely integrated and digitised that the issue of culture is becoming irrelevant," writes Gillian Tett in the Financial Times. "But behind the scenes, …
22 April 2017
Boston’s human-centered research to design middle-income housing
In Boston, the Mayor’s Office of New Urban Mechanics is conducting ethnographic, human-centered research to design middle-income housing that reflects people’s lived experiences, reports the Stanford Social Innovation Review. This includes intensive planning sessions in …
21 April 2017
ONE Design: a portal on Adaptive Path’s work with Capital One Bank
ONE Design is a content portal where Capital One, the eighth-largest bank in the United States, shares (many) inspiring stories of how their Adaptive Path designers "impact lives with humanity, simplicity, ingenuity - and empower …
21 April 2017
[Book] The Stuff of Bits – An Essay on the Materialities of Information
The Stuff of Bits: An Essay on the Materialities of Information by Paul Dourish MIT Press, May 2017 264 pages Virtual entities that populate our digital experience, like e-books, virtual worlds, and online stores, are backed by the large-scale …
13 April 2017
How Silicon Valley is (ab)using behavioral science and nudging
In an extensive review of The Undoing Project: A Friendship That Changed Our Minds, the book by Michael Lewis on the psychologists Daniel Kahneman and Amos Tversky, Tamsin Shaw provides a deeper criticism of the …
11 April 2017
[Book] Designing User Interfaces for an Aging Population: Towards Universal Design
Designing User Interfaces for an Aging Population: Towards Universal Design By Jeff Johnson and Kate Finn Morgan Kaufmann Publishers, March 2017 258 pages > First chapter Designing User Interfaces for an Aging Population: Towards Universal Design presents age-friendly design guidelines …

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.

31 March 2017
Experientia guide to Milan Design Week 2017

It’s that time of year again – Milan’s don’t-miss event for the design community is here. If you’re looking to get inspired at Milan Design Week, then check out our top picks for the latest edition, from Experientia’s designers, strategists and partners. Milan might be best known for its busy streets, traditional cafés and world […]

12 January 2017
Experientia’s CITYOPT project awarded prestigious French award for its sustainable development design

Following the 2016 Smart Innovation Award at “FIMBACTE Trophées du Cadre de vie”, the CITYOPT project has once again been recognized, this time in the prestigious French design competition: “Observeur du Design 2017”, in the Service Design category. In June 2016, CITYOPT won the first stage of the Observeur du Design. Now the project has […]

1 December 2016
More on upcoming conference on design & sustainable innovation for smart cities

Last month Putting People First announced the upcoming conference on design & sustainable innovation for smart cities in Nice France. Meanwhile we are pleased to announce the full event agenda (see below). This event will feature professionals from leading research institutes and industry gathering to present key initiatives which combine Energy Efficiency and Service Design […]

29 October 2016
Upcoming conference on design & sustainable innovation for smart cities

Invitation to the International Conference on Design & Sustainable Innovation for SmartCities Nice (France) 8 December 2016 On the 8th December 2016, the CITYOPT project will host an international conference on Design and sustainable innovation for SmartCities, at the Centre Universitaire Méditerranéen, France. An open invitation to attend is offered to people and organisations who […]

28 October 2016
Experientia’s President, Michele Visciòla, panel judge for MacArthur Foundation’s “100&Change” competition

The 100&Change is an international competition and a landmark opportunity for thinkers and designers to tackle critical challenges affecting the world. Michele Visciòla will be one of the panel of expert judges who will select which project is worthy of the $100 million grant. 100&Change is the MacArthur Foundation competition – launched this year for […]

5 September 2016
Great engine, but the fuel seems poor. Discussing insight development in corporate marketing

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 […]

See all articles