User DHG Experience Group
Digital Home. Intel Corporation Digital Home. Intel Corporation
July 2006
1
Our Methodologies for Studying People, Cultures, and Homes Intensive qualitative & interpretative studies
Participant observation; semi-structured interviews; home tours
Small scale, in person, descriptive/theory informed
Cultural probes, photo diaries, cognitive mapping, story-telling exercises, visualization exercises
Quantitative research
Focus groups, surveys & questionnaires
Large/small scale; in-person/remote; statistically/interpretative analysis
Digital Home. Intel Corporation
2
Ethnographic & Design Research Completed in 13 Countries Primary focus on TV, PC, Handheld 86 households. ~400 interviews
UK Germany US Italy Turkey Egypt Korea Japan China Taiwan India
Brazil
Australia
Understanding the daily lives of people & their relationships with technology
TV: China, India, UK, US PC: Egypt, Germany, South Korea, Brazil HH: Japan, Taiwan, Italy, Turkey
Spending time with them in and around their homes Uncovering what they value, the experiences they desire & why
Digital Home. Intel Corporation
3
The Social Lives of Television The lifecycles of a ubiquitous social /cultural object China, India, UK, US
in global middle class homes
Fieldwork completed in Q1; Ethnographic findings presented within DHG & Intel; limited findings shared with fellow travelers (OEMs and retailers in US and Japan; plans for same in Europe); Ongoing data analysis and identification of future TV experiences and usage models Methods include ethnographic interviews, home tours, photo diaries, participant observation, video documentation, participatory design exercises No single TV experience - many ways placed, used, understood TVs are not just - or even primarily entertainment devices TVs are the most powerful ICT in the home; define, demarcate time and space TVs have a half-life, rather than a replacement cycle
Digital Home. Intel Corporation
4
Understanding PC the Egypt, Germany, South Korea, Brazil
Gaining deep knowledge of how the PC is understood in these countries
Field work completed Q2, analysis & report-outs Q3, brainstorms & design implication investigation Q3 Methods include ethnographic interviews, home tours, cognitive mapping exercises, photo questionnaires, participant observation, video documentation
PC is perceived as work-only or leisure-only device Frustrating, complex, mysterious, and often-broken It is seen as essential but troublesome
Digital Home. Intel Corporation
5
Handheld Technologies In- and Outside the Digital Home The everyday experiences of mobility Japan, Taiwan, Italy, Turkey
Field work completed Q2, analysis & report-outs Q3, usage brainstorms & design implications investigation Q3 Methods include ethnographic interviews, home tours & mapping, participant shadowing, purse/bag inventories, & participatory design exercises Mobiles refreshed quickly, find a place of value in ecosystem of carried objects Local service plans, fee structures dictate usage patterns Mobiles are primary sites of content creation, not so much consumption at this point
what...