Editor’s note: Mike Courtney is CEO of marketing research firm Aperio Insights LLC, Dallas.
A few years ago my mom compiled and mailed out a neatly typed list of family birthdays and anniversaries for the extended family. I found it very useful but eventually I misplaced it. When I called and asked that she e-mail me a copy of it, her reaction was priceless.
“You LOST it? Now I have to type ALL of that up AGAIN?!?”
She had typed the list using her new computer and printer but hadn’t actually saved the document. She didn’t know that save was even an option, much less how to do it. (I have personally accepted responsibility for poor parental tech tutoring.)
Technology can often be defined as tools that continue to evolve regardless of how many people are aware of what is already capable. Whether or not you were aware of it, technology is constantly providing us with new ways to conduct ethnographic research.
Information regarding new consumer-grade technologies that ethnographers can use to undertake research is available in “DIY digital ethnography: Part 1.” This article examines how to use those technologies to conduct ethnographic projects in ways you might not have considered.
Getting started
When you start purchasing equipment, run a personal test of the cameras you wish to use in your own home. Think of the test as a great opportunity to document, for example, who is making the most night trips to get ice cream or leaving their dishes in the sink. As you learn about each camera you will find that there are often several camera placements that can work in order to capture a specific task area. Create documents that illustrate more than one example and work with each, or ask a respondent to find a setup that works for them.
Remember to also consider how you will use other tools, such as two-way audio. If you decide to make use of a camera’s two-way audio, consider ringing a bell or playing a friendly ringtone instead of just abruptly speaking into the environment. Alternatively, consider sending a text message to ask if it’s okay to begin a Q&A session.
Recruiting reminders
When recruiting for a digital ethnography study, recruit as you would for other in-person studies, explaining that you don’t want or expect them to do anything differently. That said, you should also screen for Wi-Fi/Internet access, unless you are also providing a MiFi unit. In addition, make sure you get written consent for video recording. Be sure to recruit the entire household upfront and get sign-off from the whole family.
Consider advanced setup
Many households have broadband Internet access but not all consumers are super-savvy about knowing their network password or how to add devices to it. Configuration and setup of the camera and Wi-Fi can be done in advance and can work for the consumer right out of the box, without any worry that the study will interfere with the consumer’s home Internet use.
One way to handle configuration in advance is to provide a separate MiFi-style Wi-Fi unit as part of the study package. This allows you to simplify the setup, since you can control the Wi-Fi access point, name the camera it needs to connect with and be sure camera settings are correct before shipping.
Tips for setup and testing: Lights! Camera! Laundry!
One camera or more: Many times the focus of a study is on specific activities or tasks that are localized to one part of the home but each study is different. Ask yourself if the events off camera are visually important enough to justify another camera or whether you get enough of those details in a follow-up interview.
Be close but not in the way: Try and place the camera close to, but not in the way of, other objects so respondents are less likely to move it around in the normal course of activity. And remember the ethnographers’ law of motion: objects (such as cameras) that are in the way get moved and rarely put back in the same spot.
Protect the power: Not being in the way also applies to electrical outlets! I’ve learned the hard way that consumers have no qualms about unplugging critical gear if it’s blocking a desirable outlet.
Think tall: Higher is often better than lower – it’s easier for a camera angle to look down and capture the action than to look up and be blocked by walking, backpacks, pets, etc. Spots on the top of cabinets or on shelving are ideal.
Placement: Try and avoid pointing cameras at street-facing windows – lights and shadows from car traffic at night can trigger the motion alerts. The light from most passing cars typically registers as a nine-second clip.
There are often several camera placements that can work to capture a specific task area. Create sample setup instructions that illustrate more than one example and work with each. Ask the respondent to find a setup that works for them. 3M Command damage-free hooks can be placed on doors, walls and windows and will hold most of the small cameras.
Posted notices: It’s not a requirement but if the home is expecting visitors, you can post a standard video recording privacy notice (available on Amazon). Don’t use video clips that include visitors to the home or household members who have opted out of participating in the study.
Hate to ask, but what about …
Oops! One of the biggest fears of researchers setting up a camera in a respondent’s home is capturing inappropriate footage. While it’s certainly possible that consumers might be doing home tasks in the buff, it’s actually not common. During screening you might want to ask them if they think that will be an issue. Feel free to screen out die-hard naturists. There are also sensors and other devices that record activity but not video – check out the activity sensor section at www.mylively.com/how-it-works.
The future of digital ethnography
Repurposing consumer electronic gadgets for research is a workaround but it doesn’t mean we won’t eventually have access to gear that is perfectly suited for research. The most common issues with digital ethnography are with sound and camera angles. In the near future, devices will be capable of following people and faces and will even have highly directional audio capture.
There will be no more “It was great until they stepped out of the frame” or “I couldn’t hear what they said over the sound of the exhaust fan.” Check out Jibo and Swivl and imagine how they could be repurposed!
Someday there will also be a variety of robots and drones (check out www.lily.camera) that can follow consumers and document entire tasks or even a whole day of activities with near-perfect camera angles and great audio. Imagine screening questions that ask which model robot a homeowner has: “Congratulations! You are perfect fit for this study – we’ll send the instructions to your home robot and it will assist in recording the video.” Or having a respondent diary that includes daily activity/usage logs sent directly from each recruited appliance?
Technology makes everyday life easier in many ways, saving time and helping to capture valuable additional content. If we are creative, it can help make research projects easier too. Digital ethnography tools, such as cameras, help researchers do a better job of the things that only humans can do.
How will you use new technology to assist in your observational research projects? I hope you’ll share your experiences!