T.S.P Method lab 03

Observation in the field

Ethnography

Ethnography is a research strategy that is used for gathering primary research data about the social world without interacting directly with people. (Atkinson 2017).

Participant observation is a type of observation which involves taking part and spending time in people's everyday lives and sharing their experiences in order to gather a deeper understanding of their situations. Examples: William White and Covert.

After reflecting on the lecture, I am keen to to use the ethnography method within my forth coming projects as I believe that this type of observation is particularly relevant to my design discipline. This type of research is a crucial way of gaining primary insight into the mind and behaviour of the consumer. This type of research will allow me to find out more about the consumers, for example creating a wardrobe analysis or people's behaviours on how they act with a particular brand.

How do people interact with the environment?

Sensory ethnography is a research method which re-thinks ethnographic methods with attention to sensory perception, experience and categories. (Sarah Pink). In our activity we had to observe and record the city of Sheffield. Our group was given the word texture, we had to record and collect data in several ways using photos, audio, diagrams and line work illustrations. We had to communicate our data by creating a 2D or 3D visual representation of all the senses used within the task.   

 
 

Class Notes:

Guest lecture - Paul Atkinson:

Participant observation:

This type of observation involves taking part and spending time in people's everyday lives and sharing their experiences in order to get a deeper understanding of their situations. This is a crucial way of gaining primary insight into the mind and behaviour of the consumer.

Observation can be a very complex and difficult process to achieve physically. The best ways to start your observation is with a research question, this can help you to focus on exactly what you want to find out within your research.  Your research question can develop and change overtime the more that your research takes a different path.

With analysis, it is about using your own interpretation of the situation.

Areas of dimensions of descriptive observation:

• Space
• Actors
• Activities
• Objects
• Acts
• Events
• Time
• Goals
• Feelings

These dimensions of descriptive observations are very useful when taking notes of your field study.

In order to make a clear ethical observation an example would be:

Issues of confidentiality:

You must always make sure that you are being very clear and descriptive about the what you are doing, and explain to people why you're doing it, this is important especially when using video or audio.

Problems with observational bias:

• Selective attention (only focusing on one thing and ignoring another).
• Having selective memory (selecting things which are important at the time).
• Selective encoding
• Interpersonal factors