Category
B: Ethnoraid
What is it?
Ethnoraids are an efficient
way of doing fast ethnographic investigation. The method ideally contains
several of the qualitative methods and is a suitable way to begin an inquiry,
as it is a good starting point for a more thorough analysis. It can, however,
also stand alone as the insight from which you bring about change. An ethnoraid means being present for a short time in the field
where you make observations
and on-the-spot semi-structured
interviews.
How is it done?
Establish your focus
You
begin by finding out exactly what you want to know something about.
Identify the field
The
field is where the ethnoraid is carried out. It is
the place, and the people you wish to examine.
Prepare questions and materials
Bring
a camera so you can document the ethnoraid. You
should prepare 1-5 questions to ask the informants in the field. Consider
whether you are carrying out the ethnoraid at the
most opportune time; some times may be more relevant than others.
Go into the field
Make
sure you have established a timeframe for the ethnoraid.
This enables you to stay focused and gather your impressions and notes
efficiently. 1-3 hours is an appropriate timeframe. Take notes and pictures
along the way and immediately after the ethnoraid,
while your impressions are still present in your mind.
Analyze the material
After
the ethnoraid you draw out main points and general
quotes from the material generated. Be sure to gather them from all observers
so you are left with a broad knowledge base. Look for where the informants
agree or disagree.
Use the new knowledge or make
further inquiries
The
knowledge from the ethnoraid can be used as a point
of departure for further ethnographic studies or be used as the strategic
foundation for improvements.
What does it take?
Time frame
The
method can effectively be conducted in 1-3 hours. You should set aside 1-2
hours for analysis.
Materials
- Materials for
documentations: notebooks, camera or recorder.
- Interview guide with
1-5 simple questions.
- A computer for
analyzing the material.
Resources
The
method takes 1-3 employees. They donā€™t necessarily need to have any specific
skills. The method is furthered by an empathic and attentive approach towards
the informants.
Case
Problem
Lizzie
is the owner of an amusement park. She is about to expand the park but wants to
be entirely sure the new investments will be done right. She decides to use ethnoraids to
examine the composition of the amusement park to be sure she invests correctly.
Approach
Lizzie
asks her two employees Mark and Anya to conduct the ethnoraid and she gives them
disposable cameras, notebooks, and an instruction with 4 open-ended questions.
They are each to ask 5 people the questions and document the ethnoraid along the way. Mark and Anya goes into the park
and spends 3 hours talking to guests, taking notes and writing down
observations.
Analysis
After
the ethnoraid,
Mark and Anya gather their impressions and feedback from the guests into main
points, pictures and direct quotes. They present the knowledge to Lizzie who
uses the insights to figure out the priority of the improvements. According to
the material gathered in the ethnoraid, the visitors
are quite happy with the park but are missing somewhere to have their picnics.
Result
Based
on the ethnoraid
Lizzie opens up a new part of the park where she includes a part for the
visitors to have their picnic. Lizzie identified a challenge and used ethnoraids to solve it.
More
on the method
The
method consists of elements from
observations, semi-structured interviews
, cultural probes
and experience testing.
Further readings on ethnoraid:
Dewalt, Kathleen, Dewalt, Billie
& Wayland, Coral.
1998 Participant Observation i: Bernard,
R. (red.) Handbook of Methods in
Cultural Anthropology
Walnut
Creek: Alta Mira Press
Spradley, James
1972 The Ethnographic
Interview
United
States: Wadsworth Group
Tonkin, Elizabeth
1984 Participant Observation pp. 216-223 i: R.F. Ellen (red.) Ethnographic Research
London: Academic
Press
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