Conducting ethnographic interviews for qualitative research includes previously formulating and structuring questions so as to not "lead" participants. That is, embedding the response that is hoped for, within the question. For example, "You didn't like that?"
While there are many books that address how to create research documentation, and creating "study guides", I've gathered some actual extracts from interviews I've conducted, alongside the references from which they've been formulated, to demonstrate elements to keep in mind while moderating.
The 3 main ethnographic elements that come into play when conducting interviews are:
1. Explicit purpose: Ethnographer must make clear why they are speaking to the participant. In fact as ethnographic interviews have previously determined objectives, the ethnographer should take control of the conversation, skillfully clearing a specific path for the participant to navigate. The job of the ethnographer is to reduce the weeds (distractions) around the path so that the participant will feel relaxed, revealing their explicit and latent knowledge.
2. Ethnographic explanations: The ethnographer will have to keep providing explanations, or their rationale for things, so they could understand the participant's reality as the participant does. These include:
- project explanations
- recording explanations: anything having to do with why are we writing or taking notes
- native language explanations: asking, "what would they say?" or "what did you say?" so as
to understand participant's typical language in their cultural context
- interview explanations: explaining different activities, or changes in the way the interview
has been run until now.
3. Ethnographic questions: Including structural questions (to uncover data about domains, "what kinds of things", "what stages of things"; descriptive questions (to collect participant's language); and contrast questions (to derive meaning from language used)
Understanding the possible usage of technology for behavioral change, in a future context.
This is an extract from a conducted interview, showing the previous in action. I've changed facts so as to maintain participant, client, privacy, and ethical guidelines.
Ethnographer: Thanks so much for taking the time to talk to us!
Giving ethnographic explanations: Recognizing that both parties are going to talk.
Student 1: Yeah sure, I'm a student and have the afternoons free. Three hours is a long time though, not sure how much we could talk about my mobile and data plan.
Student expresses doubts about his ability: he is unsure of how well we could "perform" or
how much he could possibly know about the topic.
Ethnographer: We'll see, maybe we finish earlier. Before we dive into that topic though, maybe you could tell me a bit about yourself.
Student 1: Well, as I said, I'm a student (laughs) it's not very interesting.
The ethnographer gauges the participant's apprehension and nervousness, using friendly
conversation to give the participant time to think about their answer.
Ethnographer: It's been a really long time since I was a student (laughs)! So as you know, I work for an agency that conducts research, and even though the topic is mobiles, for us it's really important to understand the people behind the technology, which is why I'd like to understand better what your days are like, what being a student means nowadays.
Giving ethnographic explanations. The ethnographer explains in plain terms what the
focus of the study is.
* A good tip that was told to me was, "Explain everything as if you were talking to your
conversation to give the participant time to think about their answer.
Ethnographer: It's been a really long time since I was a student (laughs)! So as you know, I work for an agency that conducts research, and even though the topic is mobiles, for us it's really important to understand the people behind the technology, which is why I'd like to understand better what your days are like, what being a student means nowadays.
Giving ethnographic explanations. The ethnographer explains in plain terms what the
focus of the study is.
* A good tip that was told to me was, "Explain everything as if you were talking to your
mother," which means no 'culture, 'ethnography', 'context', et. al. The language has to be
extremely understandable and you've got to figure out different ways of repeating the same
thing, as repetition becomes highly imporant in interviews.
Expressing cultural ignorance: The ethnographer feigns not knowing/not understanding to
elicit an ethnographic explanation.
Ethnographic interview to understand mobile and tablet behavior for extreme users.
Student 1: Ah ok, I study political law because I'd like to make the world a better place. I'm not sure what being a student means now, I'm sure it was different from your time there!
Ethnographer: I think it may have been different from my time there too!
Ethnographer: I think it may have been different from my time there too!
Restating: By restating the participant's words, the ethnographer communicates that natural
language is important, enforcing interesting and encourament.
Student 1: I don't go to school full-time because I have to help my mom out with expenses, so I'm finishing a Bachelor's at night and during the day I work as a courier. I'm constantly out and about, talking to people, confirming things, making plans – having a large data plan is SO important!
Ethnographer: I've never seen couriers talking on the phone, usually they're dashing through traffic like mad! It's pretty cool to finally meet someone with the guts to do this, could you explain to me what goes on? Like, what do you do when you first arrive, what you do next?, when are you talking on the phone?"
Asking ethnographic questions: The ethnographer sets up friendly conversation to prepare
Student 1: I don't go to school full-time because I have to help my mom out with expenses, so I'm finishing a Bachelor's at night and during the day I work as a courier. I'm constantly out and about, talking to people, confirming things, making plans – having a large data plan is SO important!
Ethnographer: I've never seen couriers talking on the phone, usually they're dashing through traffic like mad! It's pretty cool to finally meet someone with the guts to do this, could you explain to me what goes on? Like, what do you do when you first arrive, what you do next?, when are you talking on the phone?"
Asking ethnographic questions: The ethnographer sets up friendly conversation to prepare
the participant to provide input, then poses the question in different ways to ensure
understanding.
From: Ethnographic interviews and questions
http://www.jhsph.edu/research/centers-and-institutes/center-for-refugee-and-disaster-response/publications_tools/publications/_pdf/pr_apx-b_ethnographic.PDF
Interviewing users
https://rosenfeldmedia.com/books/interviewing-users/
IDEO: Field guide
http://www.slideshare.net/mldamin/ideo-human-centered-desing-field-guide
