In the last post of the EthnographyMatters Ethnomining edition (edited by Nicolas Nova), David Ayman Shamma @ayman gives a personal perspective on mixed methods. Based on the example of data produced by people of Egypt who stood up against then Egyptian president and his party in 2011, he advocates for a comprehensive approach for data analysis beyond the “Big Data vs the World” situation we seem to have reached. In doing so, his perspective complements the previous posts by showing the richness of ethnographic data in order to deepen quantitative findings.
“Discovering how communities organize, grow, and communicate under times of distress is difficult even when technology hasn’t been cut. While many things surfaced on Twitter during the revolution, like the Hardees in Tahrir being used as a safe house, many questions were left unexplained or assumed to be the work of online social networking.
This is where ethnography matters–by surfacing what to look for in the big data and highlighting what might be salient trends and features despite not being dominant. And mostly, by identifying people’s motivations and giving a deeper understanding of why things happen. From there we can start to unravel the complex communication structures at play and define new metrics informed by human action. The effort is ongoing, as we surface what has been done and what we now know through, it still says we don’t know.
It’s not a race, it’s a partnership, a marriage. The goal isn’t to get to the end as quickly as possible but rather to work together over time and build a richer world. We should strive to find these links between the quantitative and qualitative, and leave the silos which have us fragmented as a research community.”
David Ayman Shamma is a research scientist in the Internet Experiences group at Yahoo! Research for which he designs and evaluates systems for multimedia-mediated communication.
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Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]
Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]
In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]
Experientia president Michele Visciola is one of the keynote speakers at User Friendly 2014, the annual user experience conference of UXPA China, to be held in Wuxi, China, 13 to 16 November. The theme of the 11th conference is the “new era of the experience economy,” thus underlining the importance of transferring UX concepts and […]
An upcoming event is encouraging anthropologists to “come out of their ivory towers” and work more closely with their colleagues in the field, in order to bridge the gap between “pure” and “applied” anthropology. The international symposium “Why the world needs anthropologists” (Facebook page) will be held on 5 December 2014 in Padua, Italy. Experientia […]