We discuss some of the assumptions we make and how they differ from more traditional ethnographic approaches. In addition, through out the three examples, we will point out where these differences are meaningful in the analysis. We also distinguish design ethnography from requirements analysis, which is seen particularly well in the business example. The main difference is that methods and techniques more in line with design ethnography are better employed before there is product concept in mind, whereas requirements analysis techniques are more suited for exploring a particular product concept. Qualitative field methods produce an embarrassment of riches.
Analysis is in fact the crux of ethnography and is what separates it from field work.
The notions of intermediate representations and notations, tentative hypotheses, and model search guided by design efficacy are defined and described. In addition, the important role played by graphical models in our analysis method is described and illustrated. All through the tutorial, general issues in designing an ethnographic study, designing elicitation methods, and analyzing the field data to produce a model are illustrated through the three case studies. The family model describes a typical day in the life of a family with respect to the analysis dimensions of space, time and social communication. New product concepts which fit into family life are derived from the model.