What's the value of ethnographic research? -Simon Johnson

A session at HCID2013

Wednesday 17th April, 2013

3:50pm to 4:30pm (GMT)


Simon asks if ethnography is needed in a world which is awash with data. Why have companies, such as The Gap, Home Depot and Kodak failed in China when so much is known by marketing experts?
His talk addresses the question whether today’s corporate ethnographers are ‘proper’ ethnographers and what value they bring to the design process. He references everything from Bronislaw Malinowski, the modern father of anthropology, to Fabrieze air fresher.
The talk includes practical tips for conducting ethnography and some of the gadgets and software that may be useful in the field.

What he’s known for?

In his own words, Simon is a mad Geordie that grew up in the Bahamas and lives with his Nepalese wife and 4 cats in SE London. He’s also an experienced Design Researcher with a strong qualitative research background. In particular, ethnographic research including contextual/depth interviews with more than 300 user interviews on the behalf of international blue chip clients.

He’s also involved with the UK Usability scene having spoken at UXPA in London and Brighton on several occasions.

The credentials

Working as a freelance Design Researcher having run ethnography projects for Vodafone and Sky and the Environment Agency, he began his career at Flow Interactive. He's conducted research for clients including Skype, BBC, Intuit, Samsung, Intel, The Art Fund, TfL, The Guardian, Reuters, Law society, Yell, Play.com, SonyBMG, etc.

About the speaker

This person is speaking at this event.
Simon Johnson

Design Researcher and cat fancier

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England England, London

17th April 2013

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Time 3:50pm4:30pm GMT

Date Wed 17th April 2013

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