In Chapter 10 of Sam Ladner’s book Practical Ethnography: A Guide to Doing Ethnography in the Private Sector, the author discusses a best practice approach to reporting ethnographic research for a corporate audience. She states that “private-sector ethnographic reports are successful if they are dramatic and consistent with the organization’s truth regime” (p.165). To this end, Ladner recommends text reports with “clickable hyperlinks” throughout and supplemental material, such as a PowerPoint presentation, that acts as the “marketing campaign” or “movie trailer” for the text document.
As another “delightful element” to the ethnography report, Ladner suggests the use of personas or archetypes, each representing a depiction of participants that share a particular characteristic. This is “a useful way to summarize the voluminous amount of qualitative data” (p. 167); however, Ladner cautions that personas “are often done badly” and points to Steve Portigal’s article on the subject matter, “Persona Non Grata.” In it, Portigal advocates for maintaining the “realness” of research participants rather than manufacturing a “falsehood” (by way of personas) that distances the users of the research from the people they want to know most about. Portigal encourages researchers to engage with the “messiness of actual human beings,” emphasizing that “people are too wonderfully complicated to be reduced to plastic toys [that is, personas].”
Reporting observational research for corporate users can be a challenge. On the one hand, the researcher is obligated to dig into the messiness of analysis and convey an honest accounting of what the researcher saw and heard. On the other hand, the final reporting is meaningless if no one pays attention to it, thereby preventing the research from having the desired effect of bringing new energy and a new way of thinking to the organization. Ladner and Portigal agree that powerful storytelling grounded in reality is the best approach, but how do we create a compelling drama while maintaining the integrity of our data? A combination of formats, as Ladner suggests, is one tactic. And the use of personas may be another. An open and ongoing discussion among researchers about personas – if and how the roles we assign the actors in our final story are (or can be) created while staying true to the study participants – seems like a worthwhile effort.
Image captured from: https://www.thestage.co.uk/features/2015/386081/
Observational research is “successful” to the extent that it satisfies the research objectives by capturing relevant events and participants along with the constructs of interest. Fortunately, there are two tools – the observation guide and the observation grid – that serve to keep the observer on track towards these objectives and generally facilitate the ethnographic data gathering process.
Not unlike the outlines interviewers and moderators use to help steer the course of their in-depth interviews and group discussions, the observation guide serves two important purposes: 1) It reminds the observer of the key points of observation as well as the topics of interest associated with each, and 2) It acts as the impetus for a reflexive exercise in which the observer can reflect on his/her own relationship and contribution to the observed at any moment in time (e.g., how the observer was affected by the observations). An observation guide is an important tool regardless of the observer’s role. For each of the five observer roles* – nonparticipant (off-site or on-site) and participant (passive, participant-observer, or complete) observation – the observation guide helps to maintain the observer’s focus while also giving the observer leeway to reflect on the particular context associated with each site.
As an adjunct to the observation guide, it is recommended that ethnographic researchers also utilize an observation grid. The grid is similar to the guide in that it helps remind the observer of the events and issues of most import; however, unlike the guide, the observation grid is a spreadsheet or log of sorts that enables the observer to actually record (and record his/her own reflections of) observable events in relationship to the constructs of interest. The grid might show, for instance, the relevant constructs or research issues as column headings and the specific foci of observation as rows. In an observational study of train travel, for example, the three key research issues related to activity at the train station might be: waiting for departures, delays in departures, and boarding; and the key areas of observation would pertain to behavior, conversations heard, and contextual information such as the weather and the general mood. Like the guide, the observation grid not only ensures that the principal issues and components are captured but also encourages the observer to reflect on each aspect of his/her observations and identify the particular ways the observer is influencing (or is being influenced by) the recorded observations.
*Roller & Lavrakas, 2015. Applied Qualitative Research Design: A Total Quality Framework Approach. New York: Guilford Press.
Transparency plays a pivotal role in the final product of any research study. It is by revealing the study’s intricacies and details in the final document that the ultimate consumers of the research gain the understanding they need to (a) fully comprehend the people, phenomena, and context under investigation; (b) assign value to the interpretations and recommendations; and/or (c) transfer some aspect of the study to other contexts. Transparency, and its importance to the research process, has been discussed often in this blog, with articles in November 2009 and December 2012 devoted to the topic.
At the core of transparency is the notion of “thick description.” The use of the term here goes beyond its traditional meaning of
“describing and interpreting observed social action (or behavior) within its particular context…[along with] the thoughts and feelings of participants as well as the often complex web of relationships among them. Thick meaning of findings leads readers to a sense of verisimilitude, wherein they can cognitively and emotively ‘place’ themselves within the research context” (Ponterotto, 2006, p. 543).
to also include detailed information pertaining to data collection and analysis. Ethnography, for example, is greatly enriched (“thickened”) by the reporting of specifics in 25 areas related to the: Read Full Text