# Applying Anthropology in Design Research: Why Culture Is the Conversion Strategy — William Anthony Yanko, PhD — session 2026-08-26T05:35:00.000Z → 2026-08-26T06:05:00.000Z _454 transcript lines · 96 slides_ ## Transcript hit songs, so Jolene, which she recorded herself and a lot of other people have done as well. And the Whitney Houston cover, I Will Always Love You another huge hit. Were written and recorded on the same day. Like that was one day's work. And it's still probably not the best thing that she's done in her life. Like, that wasn't her best day's effort. Coming up with the imagination library, and if you're not familiar with that one, I suggest you look it up. But over 330,000,000 books distributed around the world to, kids under the age of five, just an amazing and amazing body of work. But to think that those two hit songs were recorded like written on the same day and that was not peak Dolly. That's awesome. All work. Anyway, not what we're gonna talk about this afternoon. So complete tangent, but I just, just wanted to share that. Alright. Coming up next, William, Will. Yes. Will. Didn't wanna sound like he was in trouble. So Will, is gonna talk to us about anthropology in design research. Awesome. Missing. Can everybody hear me? Great. Two disclaimer. The first one, I did use AI to help me frame and make my presentation a little bit better. I'm not a designer by training, and I'm absolutely terrible at design. You don't really wanna, you know, see my presentation without help of AI. The second one, I am somebody who was who sorry. Somebody who was diagnosed with autism probably ten years ago. So you might see me kinda looking elsewhere or kinda, like, speeding up or slowing down. Yeah. So yes. Awesome. Now that we are over that, afternoon. Really nice to meet all of you. All the talk has been incredible, and I'm loving it. I'm doctor William Bianco. I am an anthropologist, and I am a full time cat dev as you can see from all of this. Yes. I I love cats, and these two are my daughters. Haru and Adeline. I even got tattoos of them. Oops. Sorry. Was a bit distracted. I wanna start with something that took me almost a decade now to actually notice. Right? Almost every single research brief that I have ever been handed it always arrived with an answer or answers that are already written into it. Right? People are asking for wording changes, people are asking for the interface. You can see from the brief that they were asking for you to move a button. They were asking for you to cut the steps to add a feature. And let me tell you, alright, in nearly twelve years now of working in this field, it has almost never been the interface. I'm not going to talk to you about any sort of findings, tonight. One is because it's a bit too much. And second, I got declined by privacy and security at a flight center, and they said that, no. You shouldn't be talking about any of those things. So sorry for that. Instead, I wanna talk to you about my ways of working that I've been using to to spot that. To spot those sort of things in those research briefs where it came from, and what I hope I could change when it comes to your Monday morning. Also, just a a bit of context to add here. You might see my title as a research leader at FCTG Leisure. It's it's a bit of a weird sort of title. Right? At FCTG, I structured research to focus primarily on strategic research. So what we do is we work with senior executives We work we sit on those executive meeting and collaborate with the board of directors with the c suits and other senior execs across all the different brands that we have under the umbrella on their annual planning, working on OKRs, and more. The sort of technical day to day research pieces are now democratized across WhiteHatah Travel Group, handled by my researchers, we have UX designers, product managers, tech leads, PA engineers, on average, I would say we have roughly a 100 to 500 quote unquote, researchers, that do study analyzing results every single month. Now a a bit of word where I am standing because the whole talk argues about, you know, where you stand is data. Right? My doctorate, my PhD was on the politics of Indonesian hip hop. Where I researched into who was allowed to speak and what language and what cause to them in Indonesia. Pretty exciting stuff. Just Google my them, and mapping the politics of in hip hop, you'll find it in Google. Now, I now lead research across 15 travel brands all across the world for flights in the travel group. People will assume that that is a carrier change, right, but I won't argue otherwise. I'm still studying exactly the same thing. I'm still studying people. In both cases, I'm looking at the gap between a story that people tell you about what they do versus what they actually do. Exactly the same thing. And in both cases, that gap between those understandings is where everything interesting lives. Now five words. And this is something that, you know, we have always been doing for the past so many years. Why did they do that? It is some of the most ordinary question in our discipline being researchers, and it is honestly one of the most difficult thing for you to explain to people. Right? What someone does only makes sense, it gets everything that they already take for granted. And people are almost never aware of that well enough to talk to you about it. Just think about yourself. Have you ever think about the things that you usually do on a day to day basis? And then somebody come to ask you, hey. Can you tell me more about that? But you actually forgot that part because it's on autopilot. Right? You're so used to doing those things. That you don't even realize that anymore. Nobody can actually really talk to you through their own habits because their what habit in its own term is exactly the thing that you have stopped noticing. Which is a bit of a difficult thing to study. So this is what I wanna talk to you today. The first one is on understanding the research brief. As a product of culture, that broadened. So reading a research brief is actually the real piece of analysis that you would do as a researcher. It's not just, you know, textbook work. The second part is set seven thinkers and theories, each of them naming a theory, and a suggestion for how you could incorporate them into your own work. And number three is what all of these looks when the business wants the answer in forty eight hours. Hours, which is typical, including when you actually need to tell them hey. No. This research actually sounds terrible. Already know the answer. Why are we even doing this? Hopefully, that will help you by the end of this presentation. Now, the claim at the bottom here is the one that I really wanna enforce. Right? Breeding culture is not something that you just add on top of the standard research. It is how you work out where the, the question of what's actually worth asking at all. Also, you'll see a lot of memes scattered, on this theory, heavy slides. I was an academic lecturer for quite a number of years. All across Melbourne. And I know memes are the only thing keeping people theory. So look into that. Part one. Before we get anywhere near old methodology, I wanna look at the one thing I'll feel rarely study. Which is those research request or research brief itself. Now I want you to read these three questions to me. Right? Well, why won't they adopt it? Pretty typical. Somebody will ask you, why not Why why are they not using that that sort of, you know, feature? It's incredible. That research brief has already assumed that the tool that you design and the tool that you have works. And the deficit is on the user. Number two, how do we simplify this? Typical. There is an assumption that the problem is user effort, which means that every remedy that's available to you is subtraction. That means that you need to reduce something to make it simple. And number three, what features are we actually missing? What what's there is that, oh, that means that we actually missing something that it means that we need to add something into the backlog, which is not always the answer, after I did, you know, to fifteen years of research. What I found really interesting here is this dude right there, Clifford Goods. Anybody knows who he is? Yes. Amazing. Awesome. He's super useful here because he treats common sense as a culture of its own. It's not the absence of a theory, but a theory that so settled that nobody can see it as one anymore. A research brief is common sense written down. It tells you what your organization has stopped arguing about. Now let me be extremely careful here. Because I I don't I don't wanna step on, you know, other people's foot. Right? Because this is where people might be like, oh, hey. Number quant data, they are bad. Qualitative data, the best. Not exactly the case here. I run service constantly. Right? I would not be able to do any of my work without surveys. They really are great at subluxe scale. They they give they they give you a lot of pictures about distribution. They give you boundaries of a claim that you are entitled to make via your reason. But what they cannot tell you is why what's someone did made sense to them at that specific moment in time. For example, you you have seen, a slight message that say, oh, hey. We actually noticed a drop off rate records that a thousand people have have left this page overnight. What is going on here? What that message say the is that it cannot record that page that said something about who they were and why the users left that specific page. Right? And this is why we do qualitative research. This is the part that you can actually act on, and this is the part that actually needs a lot more investigation. Now this is a change that I think a lot of us need to make. When you're given a research brief, you answer a question that you were given properly on time because it's corporate work. But what you need to do then is to hand them back questions that the research tells you to investigate. Academic research, this is something that's completely normal. Right? You go out you study one thing, you find out that the question that you were trying to ask was kinda dumb, and then the field tells you that the study is actually about something else. And reporting that finding that the question that you are asked Right? It is not a scoping failure. You the the project was actually a success. Unfortunately, in our industry, I found that it's still being treated as going off brief. I will argue here that that is exactly the most useful thing that you can do as a researcher, which is, you know, go off brief, seven ideas. Each one of these is a large one. I try to squeeze them into two slides, which is honestly a crime against all seven of them. They they will hate it so much. However, you know, being an anthropologist and a a rule breaker that I am, I'm gonna do it anyway. Now I wanna I want you to take them as tools. These are not summaries. I'm not trying to be clogged. I'm not trying to be chat g p t r. Not trying to be here. Keep an open mind and see what you could incorporate into your Monday. First one, Francis Fukuyama. His thesis that I really love is this. What are people actually pursuing? Digging up this old Greek word, which refers to the part of us that needs to be recognized as worth something, that matters because a lot of the ideas that look likes it's about money it's all about status. Right? It's different. His other work, this book right here, trust, hits a little bit harder. The willingness to trust a stranger is something a society inherits. It varies enormously between places, and no company can simply decide to have this trust. You can't just come in and say, hey, user. You need to trust me now because we are great. That has never worked. Right? This is why trust measures do not produce trust, and a friendly tone of voice that you hear companies try to do here, prints, via ads, or even using Salesforce, Agentforce, it's terrible. It does not produce trust. Because it sounds like human, but it's not human. There's no connection there. There's nothing being built between those two. Both of these things are interaction. Either someone gives or someone does not gives the trust. Now there are three learnings here. The first is what I will call probing past price. When someone gives you a course or a time as a reason do not accept it as the answer. Ask them to describe when was the last time you usually feel like the raw sort of customer. Because nobody can actually really volunteers. They they don't like telling people when they were being made to feel small. But people can tell you a story about that. The second one is a trust map. Before you ask, what do you think of our brand? Ask them, who do you actually trust within this space of category, right, and where that came from. Because you're not trying to create and modify trust. You are trying to borrow this sense of trust from something else or somewhere else. And the third one is the ranking audit. Walk your own process end to end and write down every single point where you saw people by tier, by eligibility, and by how much people spend on your product or the audio services. That list is kinda short. It is usually extremely uncomfortable, for you to actually intravate yourself there. But that's exactly where you need to study it. Right? The second one is doctor Jon Pozzo, from RMIT University. He is a personal cosmologist of mine. He was my, research mentor. He was my, PhD ex machinist as well. And he's somebody who's just excellent. His recent research talks about how we should stop studying the thing itself and stop studying the audience which is interesting. Right? It's different from what we have heard so far. But you need to study the practice. The routine, the unremarkable, those things that people barely notice that your object of study sit inside. So study where they sit. Study where they are. Study those environment. A field of study is meant of relationships It's not just places. Right? Online or offline are not two separate, sites. And this sort of platform is is is not a community. Which means that the interesting question here is really what people think about your product but it is what your product has become a part of. Free learning here, shadow the routine rather than booking a session. I noticed, a lot here An hour beside somebody doing the actual job from before your product was being open or your surface is being open and after it closes, we'll tell you more than the seven interviews conducted outside of the context. The second one is collect the parts that you do not own. Ask them to screen share things. Ask them to open things. Look at their browser tab. What are they actually looking at? Because I don't like love it. It's a little bit privacy you know, related stuff, but that's where the fun is. That's where the knowledge is. Your product does not sit by itself. Nobody using just your product. People open other tabs, and that's that's the part that you actually need to study. And the third one is recruit deliberately for the power users. So these are the people who have promised their life that they would destroy your product. They will push your product to its limits. But these are people that you need to talk to. These are people that are so expert at their product that they are better at their product and services than you yourself. Talk to them. Professor Sara Ping, she has been mentioned quite a few times here she's the third one on the list. There are two insight from her work that I, that I really lean on. The first one, is that always happen somewhere. And with the whole body. So you need to embody that feeling, that experience. In a particular room, here, at the temperature, at the time pressure in front of somebody else, If you strip all those setting away for the forty second of control, like what we are doing a lot of when it comes to moderated, research online, you have removed that fairy theme that you were trying to study. See, noted that if you that you learn by taking part yourself, rather than pulling answers out of somebody that sit across the table of you. Right? Actually do that thing yourself. Experience it. See what it feels like. See what it looks like. And the second one from her book, Digital Lineography Principles and Practice, is that the online life is not a separate world needing separate methods. Aligning with John earlier, she wants us to follow the practice ceremonies around the product and not just the product itself. Three things. First one costs absolutely nothing. Have you ever tried to do that task yourself, like those tests they are launching? Unfortunately, in the company where I work for, that is a great thing to do. So people will just launch something and then they're like, oh, wait. Why do people want to do it this way? Because they didn't even test it among themselves. So do that. The second, lock the setting That's a good timing. Second one, lock the setting the way you lock your sample. Where they were, who else was there, what was interrupting, whether they were standing up between other jobs, and remote and moderator session is a setting too. So make sure that you you record all of those different things. I think we were talking about AI and how AI captures those the sort of words that people are talking about, but the context Even if it's an unmoderated session, pay attention to the background. Do people actually do? Are there kids screaming on the background? That that means that your product needs to some do something else, or something else. And number three, chasing instruction, not tell not tell me how you plan a trip. But show me how you did the last trip. Because whenever you ask people, hey. This is the future thing. This could happen. What will you do? It's not great, and don't correct people when they do the wrong thing. Ask them what the experience is or what they wish it could have happened. Professor Sarah Ahmed, if you have read her work, she's she's just incredible. Her works have really changed how I write discussion guides the most. Her argument is that emotions are not private things sitting inside of us that we then let out. Emotions move between people, and as they move, they stick to objects. Which then build up feelings over time. Over these years and years of continuous contact. Right? An insurance policy, for example, all of us here, will most of us hopefully have insurance policy. It's not a mutual thing. Right? It is carrying every claim that anyone in the room has ever had refused. Her second idea is about heavy objects where there are things that are promised to make us happy. Holiday, for example. You expected to be happy when you think about holiday, whoever refuses being happy when thinking about holiday becomes the killjoy. In our context, moderate study in a corporate setting, it means that the They need to tell you that your product is incredible. But that is something that that we shouldn't be doing. Is something that we need to felt rather than enforce. Those things are not being built naturally. Now three things from Sarah Ahmed. The first one, is to stop asking how they feel about the product ask them to describe the last time they dealt with one in order, from the beginning. You want an episode, not just an attitude. The second, trust what has stuck to it. Ask what they had they had they have heard about this product from other people, because the reverse claim when it comes to insurance, the let refund when it comes to travel, the argument at the counter when it comes to travel all arrive with your product whether or not they happen to your party. Right? They have heard about it from somewhere else. And number three, recruit people who will not perform the like. Find people who actually hate your product because these people are people who will actually tell you clearly and honestly what your product is all about. Stop talking to people who like your product. Ariel Herrioto is some of fifth on the list, and closest one to my own training. He is an ex in popular culture in Indonesia. He writes a lot about military dictatorship. And how purchasing something is a form of identity. Now this is what's interesting. When you think about version of products, think about every product a company has ever labeled budget basic or essential. Think about Kmart versus target. Right? And goal versus big brand items. The product usually works. The shirt that you buy of Kmart will perform exactly the same as the shirt that you buy off Uniqlo or something else that's a bit more expensive. But there are people who refuse to buy them and they refuse it the hardest when other people can see that they are making those choices. When people notice that, oh, wait, why are you buying those cheaper stuff? Because accepting those things means that they are being found somewhere that they do not wish to be classified as. The same would help. Right? If you offer assistance to somebody who believes that that shouldn't need assistance and the offer itself is an insult, In either case, people are not just refusing the offer. It is about it's it is about what saying yes to those over made them feel and look in the eyes of their peers. Four things here. The first one is the one that I always use every single time. Who do you picture when you fur when you actually use this product? Then how is that person different from you? Because people can really describe how a product say about them, but people, they can describe the imagined user and the distance between that figure that they were talking about and the person that you're talking to. It's the learning for you. Second one, again, find the correct audience. Because people choose with somebody in mind even when they're alone at a laptop, right? Ask who would know about this choice and what they would think about that choice. Number three, ask what saying yes would have meant to them. Not what it will cost them. And number four, I know this is super cute, all the cats, but when you are doing qualitative research, please retire the rating scale Don't ask those questions around that because that's scale is built for arithmetic. Right? It doesn't record a statement about who someone is So every single time you ask those, you actually start to classify people based on that sort of selection. And referring back to what I had discussed earlier, that is not something that you wanna do. Professor Trisier Ross from Brown University is number six, Her book, Black Noise, read it, it's incredible. She explains hip hop's core techniques flow layering rupture, stylist built directly out of having very, very little Thus broken equipment, the limits of the equipment, it turn into craft that billions of people all across the world laugh and enjoy to this day. I mean, I wrote a thesis on the its interpretation and localization in Indonesia. And what we could get from Tricia is applying the concept that she had in the her book where organization have something that they're using that's not being classified as tools that are approved by the organization. Think about the spreadsheet that you're looking at. Think about all those stickiness that people are sticking all over your office. If I walk into flight center, I will see people having spreadsheet and print out Excel spreadsheet. Just on the wall. Because our tools are sometimes a bit terrible. But they have to use them. So look at that. Look at the slanted cut. These shadow processes are the most honest design documents in a building. Somebody made those and real conditions with no budget, no permission, and they are still being used. So a workaround is worth reading as something somebody made rather than a failure to comply. Four learnings here. First, call it the artifact. Number two, interview the person that made it, not just the people who just use it. Thank you. Number three. Name what was being withheld. Right? Understand why do people do certain thing. And number four, write the finding, very important, as a property of the system that you're studying rather than the property of the person that you are studying. Because the moment, you if if you put not following the process, it describes human being. Right? Not given what they needed, discuss a system at systemic problem. It's a problem with the system. Then that is something that you can decide and prove on, and you don't actually make the blame. You don't shift the blame onto the person, onto your users. So voices. And associate professor Big Big Hit Proteller, the last one. From University of Copenhagen. She's incredible for her culture is not a fixed backdrop. It is something that's being claimed. It is something that's being performed, and something that's being argued over, and a value that only really holds somewhere once somebody has put it in a local term, Learnings from her, segment before you synthesize, analyze each group on its own term, and only then compare across demographics, the moment you put everybody, into just one pool, it will produce a middle that no group recognizes and nobody will actually act on. Right? So segment first. And number two, test the local version. Take any standard that you have set centrally service promise, a design pattern, a policy, and go and find out what it has become in three different places. Local variation is not is not people getting it wrong. It is not being the standard that's being used by these people. And number three, follow where the story gets retold. Ask who told them this and who they have told since because as the accounts move, they travel, and by the time you hear the version has already been shared by its own route, about it as the Chinese whisper version of your own products. And number three, I think I'm going to skip this because I'm running out of time. But You're fine. Oh. I'm fine? Yeah. Awesome. This one is quite interesting. Right? When we as an analog graph, as an anthropologist, I rely on ethnography to do everything. But I feel like ethnography has quietly come to mean an interview that's being conducted in somebody's kitchen. Allography is not just a technique. Or a longer session or question of of where the researcher happens to be sitting. Right? The way I think about ethnography is this. Endography, when you say that you're doing an ethnographic study, it is a promise that you make as a researcher. That behavior which looks irrational to you at the time, makes perfect science inside a context that you have not learned yet. And the learning of it is your job rather than a participant's job. That promise travels, right? Understanding that it will survive that three week time line study. And that's something that we need to keep. Track of. The moment you do not understand. So professor Sara Ping, from Monash University, Kamzakya with associate professor Yoko Akama from Aramadhi University and professor Santisumatojo from Monash as well. All three of them, they all work in design research led by the pure anthropology. Their argument is that uncertainty is not a problem to be clear up, before the real work starts. It is the condition the work happens in and the moment you cannot make sense of what somebody had just said, is the most informative moment that you get. Because that is the way of making sense running into yours. ## Slides ### 00:00:00 [Aerial view of a landscape with mountains and clouds] ### 00:00:24 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as-fast-as-possible world William Yeoh, PhD DX & UX Research Leader - Flight Centre Travel Group [Logos for Flight Centre Travel Group and Leisure, with two stylized cat-like figures] ### 00:00:45 # Understanding Culture is the Strategy DESIGN RESEARCH 2023 Borrowing seven ideas from anthropology on how to be researchers in this AI-hidden-insights-as-fast-as-possible world William Verba, PhD CX & UX Research Leader - Flight Centre Travel Group [Logo for Flight Centre Travel Group Leisure] [Illustration of two cartoon cats] ### 00:01:06 ### DESIGN RESEARCH 2023 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as-fast-as-possible world William Yeoh, PhD CX & UX Research Leader - Flight Centre Travel Group [Illustration of two cartoon cats] ### 00:01:07 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as-fast-as-possible world William Yeoh, PhD CX & UX Research Leader - Flight Centre Travel Group [Logo for Flight Centre Travel Group Leisure] [Illustration of two cats] ### 00:01:28 ## UX AUSTRALIA | WEB DIRECTIONS ### DESIGN RESEARCH # Understanding Culture is the Strategy ## DESIGN RESEARCH 2026 Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as-fast-as-possible world **William Yanko, PhD** CX & UX Research Leader · Flight Centre Travel Group [Image of two cats] [Flight Centre Travel Group logo] ### 00:01:51 # UX AUSTRALIA | WEB DIRECTIONS ## DESIGN RESEARCH ### DESIGN RESEARCH 2026 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers ### 00:02:09 # UX AUSTRALIA | WEB DIRECTIONS DESIGN RESEARCH ## Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as- ### 00:02:13 # UX AUSTRALIA | WEB DIRECTIONS DESIGN RESEARCH ## Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as- ### 00:02:37 ## UX AUSTRALIA | WEB DIRECTIONS DESIGN RESEARCH ### DESIGN RESEARCH 2026 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI- ### 00:03:01 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as-fast-as-possible world ### William Yanko, ### 00:03:06 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as-fast-as-possible world ### William Yanko, ### 00:03:31 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as-fast-as-possible world ## Presenter William ### 00:03:55 # DESIGN RESEARCH ## UX AUSTRALIA | WEB DIRECTIONS ### DESIGN RESEARCH 2026 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this ### 00:04:08 ### DESIGN RESEARCH 2026 # Understanding Culture is the Strategy Borrowing seven ideas from anthropology on how to be researchers in this AI-ridden-insights-as-fast-as-possible world William Yanko, PhD CX & UX Research Leader · Flight Centre Travel Group [Image of two cats] [Flight Centre Travel Group logo] ### 00:04:32 ### WHERE I AM STANDING I was trained to study Indonesian hip hop & politics. I am still studying the same thing. Indonesian hip hop, then. Fifteen travel brands, now. [Screenshot of a thesis title page from RMIT University titled "Mapping the Politics of Indonesian Hip Hop"] ### 00:04:54 # DESIGN RESEARCH ## UX AUSTRALIA | WEB DIRECTIONS I was trained to study Indonesian hip hop & politics. I am still studying the same thing. Indonesian hip hop, then. Fifteen travel brands, now. ### Thesis Title Mapping the Politics of Indonesian Hip Hop [Collection of logos for various travel brands including Luxury Travel Collection, Flight Centre, BYOjet, World360, Iglu.com, Cruiseabout, Envoyage, Ignite, Scott Dunn, Laurier Du Vallon, Travel Associates, Travel Money Group, and Aunt Betty] [Screenshot of a thesis title page from RMIT University] ### 00:05:08 # DESIGN RESEARCH ## UX AUSTRALIA | WEB DIRECTIONS I was trained to study Indonesian hip hop & politics. I am still studying the same thing. Indonesian hip hop, then. Fifteen travel brands, now. ### Screenshot of academic thesis title page [Logos of various travel brands including Luxury Travel Collection, Flight Centre Business Travel, BYOjet, World360 Rewards, Iglu.com, Flight Centre, Cruiseabout, Envoyage, Scott Dunn, Laurier Du Vallon, Travel Associates, Travel Money Group, Ignite Travel Group, Aunt Betty, and Flight Centre Travel Academy] [Screenshot of a thesis title page titled "Mapping the Politics of Indonesian Hip Hop" from RMIT University] ### 00:05:31 ### THE PREMISE # Why did they do that? Measurement cannot answer it. ### 00:05:52 ### THE PREMISE Why did they do that? Measurement cannot answer it. ### 00:06:08 ### THE PREMISE # Why did they do that? Measurement cannot answer it. ### 00:06:29 ### WHAT I AM GOING TO ARGUE # A way of working, rather than a set of findings. - **Reading the brief** - **Seven ideas** - **The practice** Reading culture is how you decide whether a question is worth answering. Also some memes to help lighten up the mood. ### 00:06:53 # DESIGN RESEARCH ### WHAT I AM GOING TO ARGUE ## A way of working, rather than a set of findings. - **Reading the brief** - Seven ideas - The practice Reading culture is how you decide whether a question is worth answering. Also some memes to help lighten up the mood. ### 00:07:08 ### WHAT I AM GOING TO ARGUE # A way of working, rather than a set of findings. - **Reading the brief** - Seven ideas - The practice Reading culture is how you decide whether a question is worth answering. Also some memes to help lighten up the mood. ### 00:07:14 ### WHAT I AM GOING TO ARGUE # A way of working, rather than a set of findings. - **Reading the brief** - Seven ideas - The practice Reading culture is how you decide whether a question is worth answering. Also some memes to help lighten up the mood. ### 00:07:36 # Reading the Research Brief Every brief already contains a theory about what is wrong. ### 00:07:57 # DESIGN RESEARCH ## PART ONE - INTERNAL ASSUMPTION NEEDING A CLARIFICATION ### A research brief tells you what the organisation has stopped arguing about. "Why won't they **adopt** it?" Already decided: the tool is fine. The problem is the user. ### 00:08:23 ### PART ONE - INTERNAL ASSUMPTION NEEDING A CLARIFICATION ## A research brief tells you what the organisation has stopped arguing about. - "Why won't they **adopt** it?" - Already decided: the tool is fine. The problem is the user. - "How do we **simplify** this?" - Already decided: the barrier is effort. So every fix is taking something away. ### 00:08:45 ### PART ONE - INTERNAL ASSUMPTION NEEDING A CLARIFICATION ## A research brief tells you what the organisation has stopped arguing about. - "Why won't they **adopt** it?" - Already decided: the tool is fine. The problem is the user. - "How do we **simplify** this?" - Already decided: the barrier is effort. So every fix is taking something away. - "What features are we **missing**?" - Already decided: we compete on features. So the fix is a backlog. ### 00:09:08 ### PART ONE - INTERNAL ASSUMPTION NEEDING A CLARIFICATION ## A research brief tells you what the organisation has stopped arguing about. - "Why won't they **adopt** it?": Already decided: the tool is fine. The problem is the user. - "How do we **simplify** this?": Already decided: the barrier is effort. So every fix is taking something away. - "What features are we **missing**?": Already decided: we compete on features. So the fix is a backlog. [Black and white portrait of Clifford Geertz, Anthropologist] ### 00:09:32 # DESIGN RESEARCH ## PART ONE - WHAT NUMBERS CANNOT DO ### Measurement tells you how many. It cannot tell you why it made sense. I run surveys **constantly**. This is not an argument against quantitative research. ### 00:09:54 ### PART ONE - WHAT NUMBERS CANNOT DO ## Measurement tells you how many. It cannot tell you why it made sense. I run surveys **constantly**. This is not an argument against quantitative research. ### 00:10:08 ### PART ONE - WHAT NUMBERS CANNOT DO # Measurement tells you how many. It cannot tell you why it made sense. I run surveys **constantly**. This is not an argument against quantitative research. ### 00:10:14 ### PART ONE - WHAT NUMBERS CANNOT DO # Measurement tells you how many. It cannot tell you why it made sense. I run surveys **constantly**. This is not an argument against quantitative research. ### 00:10:35 # DESIGN RESEARCH ## THE CHANGE Answer the research brief you were given. Then hand them back the questions they should be asking. NORMAL IN ACADEMIC RESEARCH. UNFORTUNATELY, RARE IN OUR FIELD. ### 00:10:56 # DESIGN RESEARCH ## THE CHANGE Answer the research brief you were given. Then hand them back the questions they should be asking. NORMAL IN ACADEMIC RESEARCH. UNFORTUNATELY, RARE IN OUR FIELD. ### 00:11:08 # DESIGN RESEARCH ## THE CHANGE Answer the research brief you were given. Then hand them back the questions they should be asking. NORMAL IN ACADEMIC RESEARCH. UNFORTUNATELY, RARE IN OUR FIELD. ### 00:11:33 # DESIGN RESEARCH ## PART TWO ### THE CHANGE Answer the brief you were given. Then give them back the questions they should be asking. NORMAL IN ACADEMIC RESEARCH. UNFORTUNATELY, RARE IN OUR FIELD. Fukuyama • Postill • Pink • Ahmed • Heryanto • Rose • Brauchler ### 00:12:09 ### IDEA ONE # Francis Fukuyama Recognition, dignity, trust (1995; 2018) Political scientist. Olivier Nomellini Senior Fellow, Freeman Spogli Institute for International Studies, Stanford University A lot of behaviour that looks like money is really about **status**. [Headshot of Francis Fukuyama] [Book cover for "Trust: The Social Virtues and the Creation of Prosperity" by Francis Fukuyama] ### 00:12:31 ## IDEA ONE # Francis Fukuyama Recognition, dignity, trust (1995; 2018) Political scientist. Olivier Nomellini Senior Fellow, Freeman Spogli Institute for International Studies, Stanford University > A lot of behaviour that looks like money is really about **status**. [Headshot of Francis Fukuyama] [Book cover for "Trust: The Social Virtues and the Creation of Prosperity" by Francis Fukuyama] ### 00:12:53 ### IDEA ONE # Francis Fukuyama Recognition, dignity, trust (1995; 2018) Political scientist. Olivier Nomellini Senior Fellow, Freeman Spogli Institute for International Studies, Stanford University A lot of behaviour that looks like money is really about **status**. [Portrait photo of Francis Fukuyama] [Book cover for "Trust: The Social Virtues and the Creation of Prosperity" by Francis Fukuyama] ### 00:13:08 # DESIGN RESEARCH ## IDEA ONE ### Francis Fukuyama Recognition, dignity, trust (1995; 2018) Political scientist. Olivier Nomellini Senior Fellow, Freeman Spogli Institute for International Studies, Stanford University A lot of behaviour that looks like money is really about **status**. [Headshot of Francis Fukuyama] [Book cover for "Trust: The Social Virtues and the Creation of Prosperity" by Francis Fukuyama] ### 00:13:13 # DESIGN RESEARCH ## IDEA ONE ### Francis Fukuyama Recognition, dignity, trust (1995; 2018) Political scientist. Olivier Nomellini Senior Fellow, Freeman Spogli Institute for International Studies, Stanford University A lot of behaviour that looks like money is really about **status**. [Headshot of Francis Fukuyama] [Book cover for "Trust: The Social Virtues and the Creation of Prosperity" by Francis Fukuyama] ### 00:13:36 ## IDEA ONE - WHAT TO APPLY ## Ask what **standing** the interaction gives someone, and what it quietly takes away. ### Probe past price How companies think we see prices: [Two-panel meme showing Spongebob's reaction to prices: for $20.00, Spongebob looks neutral; for $19.99, Spongebob looks excited and happy.] ### 00:13:57 ### IDEA ONE - WHAT TO APPLY # Ask what **standing** the interaction gives someone, and what it quietly takes away. ## Probe past price How companies think we see prices: ## Map inherited trust Terrible Maps 20 February G Cat Earth Theory THE WORLD IS A CAT PLAYING WITH AUSTRALIA [Meme comparing Spongebob's reaction to prices $20.00 (happy) vs. $19.99 (cynical)] [Meme of a world map where continents form a cat, with Australia being played with] ### 00:14:23 # Ask what **standing** the interaction gives someone, and what it quietly takes away. ## Probe past price ### Screenshot of a meme about pricing "How companies think we see prices:" - $20.00 next to a happy Spongebob - $19.99 next to a very happy Spongebob ## Map inherited trust ### Screenshot of a "Terrible Maps" post "THE WORLD IS A CAT" "PLAYING WITH AUSTRALIA" ## Find the ranking moment the best party snacks ranked: 9. you 8. cannot 7. rank 6. them 5. they 4. are 3. all 2. delicious 1. buffalo chicken dip ### 00:14:47 # DESIGN RESEARCH ## IDEA TWO ### John Postill Media as practice; nerd politics (2010; 2018) Digital anthropologist, senior lecturer, School of Media and Communication, RMIT University > The interesting question is rarely what people think of your product. It is what your product has **become part of**. [Portrait photo of John Postill] [Book cover titled "The Anthropology of Digital Practices" by John Postill] ### 00:15:08 # DESIGN RESEARCH ## IDEA TWO ### John Postill - Media as practice; nerd politics (2010; 2018) - Digital anthropologist, senior lecturer, School ### 00:15:10 # DESIGN RESEARCH ## IDEA TWO ### John Postill - Media as practice; nerd politics (2010; 2018) - Digital anthropologist, senior lecturer, School ### 00:15:34 ### IDEA TWO · WHAT TO APPLY Study the **routine**, not the session. Your product is one thing inside it. John Postill - Media as practice; nerd politics (2 ### 00:15:59 ## IDEA TWO - WHAT TO APPLY # Study the **routine**, not the session. Your product is one thing inside it. ### Shadow the routine [Meme comparing "expectations" (a man in a fedora looking mysterious) and "reality" (several people gathered around a computer screen), labeled "user shadowing"] ### Collect what you do not own Me collecting Pokémon cards, not knowing how to use them [Meme of Marge Simpson holding several Pokémon cards with the caption "I JUST THINK THEY'RE NEAT!"] ### 00:16:24 ### IDEA TWO · WHAT TO APPLY ## Study the **routine**, not the session. Your product is one thing inside it. ### Shadow the routine ### Collect what you do not own Me collecting Pokémon cards, not knowing how to use them ### Recruit the power user [Meme comparing "expectations" (a man in a fedora looking intently at a document) with "reality" (several people gathered around a computer screen, looking bored or confused), captioned "user shadowing"] [Meme of Marge Simpson holding several Pokémon cards, with the caption "I JUST THINK THEY'RE NEAT!"] [Two-panel meme: Top panel shows a smiling man with text "You are currently a Power User". Bottom panel shows a serious man with text "Your current goal is to become a Power User".] ### 00:16:47 # DESIGN RESEARCH ## IDEA THREE ### Sarah Pink Sensory ethnography; digital ethnography (2009; Pink et al. 2016) Design anthropologist. Professor and Director, Emerging Technologies Research Lab, Monash University > Take the **setting away** and you have removed the thing you were studying. [Headshot of Sarah Pink] [Book cover for "Digital Ethnography: Principles and Practice" by Sarah Pink, Heather Horst, John Postill, Larissa Hjorth, Tania Lewis, Jo Tacchi] ### 00:17:08 ## IDEA THREE ### Sarah Pink Sensory ethnography; digital ethnography (2009; Pink et al. 2016) Design anthropologist. Professor and Director ### 00:17:33 ### IDEA THREE # Sarah Pink Sensory ethnography; digital ethnography (2009; Pink et al. 2016) Design anthropologist. Professor and Director, Emerging Technologies Research Lab, Monash University > Take the **setting away** and you have removed the thing you were studying. [Portrait photo of Sarah Pink] [Book cover titled "Digital Ethnography: Principles and Practice" by Sarah Pink, Heather Horst, John Postill, Larissa Hjorth, Tania Lewis, and Jo Tacchi] ### 00:17:56 ### IDEA THREE · WHAT TO APPLY The **setting** is part of what you are studying, not a variable to control out. Do the task first [Meme image of Boromir from Lord of the Rings with the text "ONE DOES NOT SIMPLY COMPLETE A TASK THAT IS NOT THEIR OWN"] ### 00:18:08 ### IDEA THREE · WHAT TO APPLY The **setting** is part of what you are studying, not a variable to control out. ### Do the task first [Meme of Boromir from Lord of the Rings with text "ONE DOES NOT SIMPLY COMPLETE A TASK THAT IS NOT THEIR OWN"] ### 00:18:30 IDEA THREE · WHAT TO APPLY ## The **setting** is part of what you are studying, not a variable to control out. ### Do the task first ### Log the setting [Meme of Boromir from Lord of the Rings saying "ONE DOES NOT SIMPLY COMPLETE A TASK THAT IS NOT THEIR OWN"] [Meme of the Distracted Boyfriend, adapted to show a man looking at "ACTUAL ERROR LOG" while his girlfriend, labeled "WARNING LOG", looks on disapprovingly, and he is distracted by another woman labeled "INFO LOG". Above the actual error log is also "(NOISY) ERROR LOG".] ### 00:18:53 ## IDEA THREE · WHAT TO APPLY ### The **setting** is part of what you are studying, not a variable to control out. #### Do the task first [Image of Boromir from Lord of the Rings meme with text: "ONE DOES NOT SIMPLY COMPLETE A TASK THAT IS NOT THEIR OWN"] #### Log the setting [Image of people looking at server racks, with text overlays: "INFO LOG", "WARNING LOG", "(NOISY ### 00:19:08 ### IDEA THREE · WHAT TO APPLY ## The **setting** is part of what you are studying, not a variable to control out. ### Do the task first [Meme of Boromir from Lord of the Rings with text: "ONE DOES NOT SIMPLY COMPLETE A TASK THAT IS NOT THEIR OWN"] ### Log the setting [Meme of characters from The Office looking at server racks, labeled "INFO LOG", "WARNING LOG", "(NOISY) ERROR LOG", and "ACTUAL ERROR LOG"] ### Show me, do not tell me [Meme of the Backstreet Boys with text: "TELL ME WHY"] ### 00:19:30 # UX AUSTRALIA | WEB DIRECTIONS ## DESIGN RESEARCH ### IDEA FOUR ## Sara Ahmed Affective economies; happy objects (2004; 2010) Feminist scholar and independent writer. Formerly Professor of Race and Cultural Studies, Goldsmiths, University of London > Feelings do not sit inside people. They **stick to things**. [Portrait photo of Sara Ahmed] [Book cover titled "SARA AHMED THE FEMINIST KILLJOY HANDBOOK THE RADICAL POTENTIAL OF GETTING IN THE WAY"] ### 00:19:53 # DESIGN RESEARCH ## UX AUSTRALIA | WEB DIRECTIONS ### IDEA FOUR ## Sara Ahmed - Affective economies; happy objects (2004; 2010) - Feminist scholar and independent writer. Formerly Professor of Race and Cultural Studies, Goldsmiths, University of London > Feelings do not sit inside people. They **stick to things**. [Portrait photo of Sara Ahmed] [Book cover titled "The Feminist Killjoy Handbook: The Radical Potential of Getting in the Way" by Sara Ahmed] ### 00:20:08 # IDEA FOUR ## Sara Ahmed Affective economies; happy objects (2004; 2010) Feminist scholar and independent writer. Formerly Professor of Race and Cultural Studies, Goldsmiths, University of London > Feelings do not sit inside people. They **stick to things**. [Portrait photo of Sara Ahmed] [Book cover for "The Feminist Killjoy Handbook: The Radical Potential of Getting in the Way" by Sara Ahmed] ### 00:20:14 # IDEA FOUR ## Sara Ahmed Affective economies; happy objects (2004; 2010) Feminist scholar and independent writer. Formerly Professor of Race and Cultural Studies, Goldsmiths, University of London ### Sara Ahmed The Feminist Killjoy Handbook: The Radical Potential of Getting in the Way > Feelings do not sit inside people. They **stick to things**. [Small photo of Sara Ahmed] [Book cover for "The Feminist Killjoy Handbook"] ### 00:20:35 ### IDEA FOUR ## Sara Ahmed Affective economies; happy objects (2004; 2010) Feminist scholar and independent writer. Formerly Professor of Race and Cultural Studies, Goldsmiths, University of London > Feelings do not sit inside people. They **stick to things**. [Photo of Sara Ahmed] [Book cover for "The Feminist Killjoy Handbook: The Radical Potential of Getting in the Way" by Sara Ahmed] ### 00:20:44 ### IDEA FOUR ## Sara Ahmed Affective economies; happy objects (2004; 2010) Feminist scholar and independent writer. Formerly Professor of Race and Cultural Studies, Goldsmiths, University of London > Feelings do not sit inside people. They **stick to things**. [Photo of Sara Ahmed] [Book cover for "The Feminist Killjoy Handbook: The Radical Potential of Getting in the Way" by Sara Ahmed] ### 00:21:06 ## IDEA FOUR WHAT TO APPLY # A **satisfaction score** mostly records whether someone followed the script. ### Ask for the last time Me: I'm terrified of The Back ### 00:21:07 ### IDEA FOUR - WHAT TO APPLY ## A **satisfaction score** mostly records whether someone followed the script. ### Ask for the last time Me: I'm terrified of The Backstreet Boys Therapist: Tell me why Me: (SCREAMING) ### Trace what stuck [Meme of a man screaming, with text about being terrified of the Backstreet Boys] [Photo of a person drawing on a cat with markers] ### 00:21:30 # UX AUSTRALIA | WEB DIRECTIONS ## DESIGN RESEARCH ### IDEA FOUR · WHAT TO APPLY A satisfaction score mostly records whether someone followed the script. - **Ask for the last time** - Me: I'm terrified of The Backstreet Boys - Therapist: Tell me why - Me: (SCREAMING) - **Trace what stuck** - **Recruit the refusers** - LUFFY'S LOGIC [Meme of Ron Swanson from Parks and Recreation screaming] [Image of a person drawing on a cat with markers] [Illustration of characters from One Piece, with the text "LUFFY'S LOGIC" below them] ### 00:21:53 # IDEA FIVE ## Ariel Heryanto Popular culture as political arena (2008; 2014) Emeritus Professor of Indonesian Studies, Monash University. Formerly Herb Feith Professor for the Study of Indonesia What you buy, and what you are seen buying, is a **position** you have taken. [UX Australia | Web Directions Design Research logo] [Portrait photo of Ariel Heryanto] [Book cover titled "Identity and Pleasure: The Politics of Indonesian Screen Culture" by Ariel Heryanto, showing a crowd of people at night] ### 00:22:08 # Ariel Heryanto ## IDEA FIVE Popular culture as political arena (2008; 2014) Emeritus Professor of Indonesian Studies, Monash University. Formerly Herb Feith Professor for the Study of Indonesia > What you buy, and what you are seen buying, is a **position** you have taken. ### Book: Identity and Pleasure: The Politics of Indonesian Screen Culture By Ariel Heryanto [Portrait photo of Ariel Heryanto] [Book cover titled "Identity and Pleasure: The Politics of Indonesian Screen Culture" by Ariel Heryanto, featuring a crowd of people at night] ### 00:22:13 # Ariel Heryanto ## IDEA FIVE Popular culture as political arena (2008; 2014) Emeritus Professor of Indonesian Studies, Monash University. Formerly Herb Feith Professor for the Study of Indonesia > What you buy, and what you are seen buying, is a **position** you have taken. ### Book: Identity and Pleasure: The Politics of Indonesian Screen Culture By Ariel Heryanto [Portrait photo of Ariel Heryanto] [Book cover titled "Identity and Pleasure: The Politics of Indonesian Screen Culture" by Ariel Heryanto, featuring a crowd of people at night] ### 00:22:38 ### IDEA FIVE ## Ariel Heryanto Popular culture as political arena (2008; 2014) Emeritus Professor of Indonesian Studies, Monash University. Formerly Herb ### 00:22:45 ### IDEA FIVE ## Ariel Heryanto Popular culture as political arena (2008; 2014) Emeritus Professor of Indonesian Studies, Monash University. Formerly Herb ### 00:23:09 ### IDEA FIVE # Ariel Heryanto Popular culture as political arena (2008; 2014) Emeritus Professor of Indonesian Studies, Monash University. Formerly Herb Feith Professor for the Study of Indonesia What you buy, and what you are seen buying, is a **position** you have taken. [Headshot of Ariel Heryanto] [Book cover titled "Identity and Pleasure: The Politics of Indonesian Screen Culture" by Ariel Heryanto] ### 00:23:32 # IDEA FIVE - WHAT TO APPLY Saying no is often a statement about **who** someone is, not a sum they have done. ### Ask who they picture [Meme image of Pam from The Office looking at two identical pictures on laptops, with the caption "They're the same picture."] ### 00:23:47 ## IDEA FIVE: WHAT TO APPLY ## Saying no is often a statement about **who** someone **is**, not a sum they have done. ### Ask who they picture ### Find the audience [Meme of Pam Beesly from The Office comparing two identical images on laptops with the caption "They're the same picture"] [Meme of Roll Safe pointing to his head with the captions "WHEN YOU FIND YOUR NICHE" and "YOUR TARGET AUDIENCE FINDS YOU"] ### 00:24:09 # IDEA FIVE: WHAT TO APPLY ## Saying no is often a statement about **who** someone **is**, not a sum they have done. ### Ask who they picture ### Find the audience ### Ask what yes would mean ### Retire the rating scale [Meme of Pam from The Office comparing two identical laptops with the caption "They're the same picture."] [Meme of Nick Young (Confused Nick Young) with the caption "WHEN YOU FIND YOUR NICHE YOUR TARGET AUDIENCE FINDS YOU"] [Meme of an excited kitten with its tongue out and the caption "YEEESSS"] [Grid of nine cat faces, each numbered 1-9, under the title "On a scale of Cat, how are you feeling today?"] ### 00:24:32 ### IDEA SIX ## Tricia Rose Flow, layering, rupture; style under constraint (1994) Professor of Africana Studies and Director, Center for the Study of Race and Ethnicity in America, Brown University ### Black Noise Rap Music and Black Culture in Contemporary America By Tricia Rose > People working with too little do not just cope. They **make** something. [Photo of Tricia Rose] [Book cover for "Black Noise" by Tricia Rose] ### 00:24:48 ## IDEA SIX # Tricia Rose Flow, layering, rupture; style under constraint (1994) Professor of Africana Studies and Director, Center for the Study of Race and Ethnicity in America, Brown University ### Black ### 00:24:56 ### IDEA SIX # Tricia Rose Flow, layering, rupture; style under constraint (1994) Professor of Africana Studies and Director, Center for the Study of Race and Ethnicity in America, Brown University > People working with too little do not just cope. They **make** something. [Image of Tricia Rose] [Book cover for "Black Noise: Rap Music and Black Culture in Contemporary America" by Tricia Rose] ### 00:25:18 IDEA SIX ## Tricia Rose Flow, layering, rupture; style under constraint (1994) Professor of Africana Studies and Director, Center for the Study of Race and Ethnicity in America, Brown University > People working with too little do not just cope. They **make** something. [Book cover for "Black Noise" by Tricia Rose] [Photo of Tricia Rose] ### 00:25:42 # DESIGN RESEARCH ## UX AUSTRALIA | WEB DIRECTIONS ### IDEA SIX ## Tricia Rose Flow, layering, rupture; style under constraint (1994) Professor of Africana ### 00:25:45 # DESIGN RESEARCH ## UX AUSTRALIA | WEB DIRECTIONS ### IDEA SIX ## Tricia Rose Flow, layering, rupture; style under constraint (1994) Professor of Africana ### 00:26:11 IDEA SIX - WHAT TO APPLY # A **workaround** tells you what the system did not give people. ## Collect the artefact [Meme of Indiana Jones with text "WORLD'S BEST ARCHEOLOGIST DESTROYS EVERY ANCIENT TEMPLE HE ENTERS"] ## Interview its maker [Meme of Dwight Schrute from The Office with text "Am I ready for this this interview? False, the question is, is this interview ready for me?"] ## Name what was withheld [Meme of Ron Swanson and Leslie Knope from Parks and Recreation with text "OH... NO. I'M WITHHOLDING IT."] ### 00:26:34 # UX AUSTRALIA | WEB DIRECTIONS # DESIGN RESEARCH ## IDEA SIX - WHAT TO APPLY ## A **workaround** tells you what the system did not give people. ### Collect the artefact ### Interview its maker ### Name what was withheld ### Write the system [Meme of Indiana Jones with text "WORLD'S BEST ARCHEOLOGIST DESTROYS EVERY ANCIENT TEMPLE HE ENTERS"] [Meme of Dwight Schrute from The Office with text "Am I ready for this interview? False, the question is, is this interview ready for me?"] [Meme of Michael Scott from The Office saying "OH... NO, I'M WITHHOLDING IT."] [Meme of a person on the phone with a "HELP DESK" poster, text "HAVE U TRIED TURNING IT OFF AND ON AGAIN?"] ### 00:26:47 IDEA SIX - WHAT TO APPLY # A **workaround** tells you what the system did not give people. ### Collect the artefact ### Interview its maker ### Name what was withheld ### 00:27:11 # Birgit Brauchler ## IDEA SEVEN - Mediated conflict; cultural work (Brauchler & Postill 2010; 2015) - Media and political anthropologist. Associate Professor of Anthropology, University of Copenhagen Two groups can describe the same event **completely** differently and both be **telling** the truth. ### Cyberidentities at War [Small photo of Birgit Brauchler] [Book cover titled "Cyberidentities at War: The Moluccan Conflict on the Internet" by Birgit Brauchler] ### 00:27:35 ### IDEA SEVEN - WHAT TO APPLY ## When two accounts do not match, the **disagreement** is worth reporting rather than resolving. ### Segment before you synthesise How many ### 00:27:51 # When two accounts do not match, the **disagreement** is worth reporting rather than resolving. ## IDEA SEVEN - WHAT TO APPLY ### Segment before you synthesise How many customer ### 00:27:58 # When two accounts do not match, the **disagreement** is worth reporting rather than resolving. ## IDEA SEVEN - WHAT TO APPLY ### Segment before you synthesise How many customer ### 00:28:23 # DESIGN RESEARCH ## PART THREE ### Ethnography is a way of *knowing, not a technique*. #### WHAT IT IS NOT - An interview in somebody's kitchen. - A longer session. - A home visit with better photos. ### 00:28:47 ### PART THREE # Ethnography is a way of knowing, not a technique. ### WHAT IT IS NOT - An interview in somebody's kitchen. - A longer session. - A home visit with better photos. ### WHAT IT IS - A promise that behaviour which looks *irrational* to **you** makes sense in a context **you** have not learned yet. ### 00:29:11 ### PART THREE # Ethnography is a way of knowing, not a technique. ### WHAT IT IS NOT - An interview in somebody's kitchen. - A longer session. - A home visit with better photos. ### WHAT IT IS - A promise that behaviour which looks *irrational* to **you** makes sense in a context **you** have not learned yet. ### 00:29:37 UX AUSTRALIA | WEB DIRECTIONS # DESIGN RESEARCH CONFUSION IS DATA - AKAMA, PINK & SUMARTOJO (2018) ## The moment you do **not understand** is the one worth following up. smooth it over or **chase it** If nothing in a study **confused you**, you have probably **confirmed** what you already believed. [Three small portrait photos of women] ### 00:29:48 # UX AUSTRALIA | WEB DIRECTIONS ## DESIGN RESEARCH ### CONFUSION IS DATA - AKAMA, PINK & SUMARTOJO (2018) > The moment you do **not understand** is the one worth following up. > > smooth it over or **chase it** > If nothing in a study **confused you**, you have probably **confirmed** what you already believed. [Three portrait photos of women]