Alex Crook - Reimagining ethnography during COVID with adults, kids and cars

Covid-19 has been the catalyst for reimagining the way the ABC conduct design research. What we’ve learnt along the way (from planning, to conducting and analysing) has become grounded in our practice. Come and learn about the impact this has had on our processes, products and audience experience.

Transcript

1. ACKNOWLEDGEMENT
   Photo by Billy Pasco on Unsplash
   

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2. WELCOME 18 MAR 2021

   Reimagining
   ethnography
   during Covid
   ADULTS, KIDS & CARS
   Photo by Jen Theodore on Unsplash
   

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3. The ABC digital landscape
   

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4. How did we
   adapt to these
   changes?
   

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5. How do we adapt to these changes?
   Discover Design
   Define
   Prototype
   & test
   Implement
   How will people feel
   being interviewed
   now?
   How do we create a
   space to observe and
   listen to people?
   What materials, tools, techniques
   will help elicit people’s thoughts,
   feelings & behaviours remotely?
   How do we share ideas
   and test with others?
   How do we learn,
   redefine, and adapt?
   

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6. NSW
   QLD
   ACT
   VIC
   TAS
   WA
   NT
   SA
   Research geographical reach
   

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7. Fun activities
   Homework
   tasks
   *
   Remote testing with kids
   Video recordings of tasks
   *
   

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8. Spot the observations
   Horizontal &
   vertical
   scrolling
   Thumbnail is
   king
   Recognition &
   familiarity
   Age-
   appropriate
   content
   Banana in
   Pajamas advert
   interaction
   Watching
   together
   Volume
   control
   Commentating
   *Participant names are changed for confidentiality purposes
   

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9. Homework tasks are a
   great way to gather
   insights from kids and
   parents before a session,
   especially a remote one
   

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10. • Be child-led
    • Adjust communication styles
    • Build rapport
    • Lean into current behaviour
    Our approach
    

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11. Remote
    ethnography
    Observing children’s interaction in
    their homes
    

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12. Impacts
    Promoting new shows with
    dynamic video previews
    Kid friendly iconography and
    interactive buttons
    Personalised reminders of new
    show arrivals
    Updated parental controls to
    manage reminders
    

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13. * hot tips *
    - ho me wor k a l l ow e d a r e al - l i f e s c en a r io
    - ma ke it fu n
    - a tim e th a t s u i t k i d di e s 

    - in th e co mf or t of th e i r ow n h o m e
    - Fa milia r te c h
    - ha ve b ac ku p p r op s
    Testing remotely with kids
    Photo by Marcos Paulo Prado, Caleb Woods, Arwan Sutanto, Sarah Louise Kinsella on Unsplash
    

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14. Let’s switch
    gears
    Photo by Sandy Millar on Unsplash
    

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15. In-car technology & its impact
    on listening behaviour
    

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16. How do we research
    people in their cars
    listening to audio
    during covid?
    Photo by Jacob Lund on Noun Project
    Photo by Tobias Tullius on Unsplash
    

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17. Diary studies
    The longitudinal nature of diary studies
    revealed the influence that time, day
    and environment have on people’s
    listening behaviours and habits.
    

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18. Interviews
    “First question is often has
    it got Apple CarPlay?”
    - PJ, used car salesman
    “People used to just trust the dealership
    and would believe the salesman. But now
    you've got to sell them facts and if
    you don't tell the truth, you're quickly
    caught out.”
    - Russ, Toyota salesman
    “I will take them on a test drive
    and ask them 'what do you listen
    to?' It makes them feel like they
    are driving their own car.”
    - Hadi, Nissan salesman
    Car salespeople & follow-up interviews with the
    diary study participants
    

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19. The fragmented nature 

    of in-car listening
    People's in-car listening habits and behaviours are dynamic adapting
    to many factors, which all influence people’s audio experience.
    

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20. Alex Crook
    Product Design Research Lead
    crook.alex@abc.net.au
    Stay tuned &
    thanks for listening
    

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