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
2. WELCOME 18 MAR 2021
 Reimagining ethnography during Covid ADULTS, KIDS & CARS Photo by Jen Theodore on Unsplash
3. The ABC digital landscape
4. How did we adapt to these changes?
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?
6. NSW QLD ACT VIC TAS WA NT SA Research geographical reach
7. Fun activities Homework tasks * Remote testing with kids Video recordings of tasks *
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
9. Homework tasks are a great way to gather insights from kids and parents before a session, especially a remote one
10. • Be child-led • Adjust communication styles • Build rapport • Lean into current behaviour Our approach
11. Remote ethnography Observing children’s interaction in their homes
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
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
14. Let’s switch gears Photo by Sandy Millar on Unsplash
15. In-car technology & its impact on listening behaviour
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
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.
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
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.
20. Alex Crook Product Design Research Lead crook.alex@abc.net.au Stay tuned & thanks for listening