Öz
Objective: The article shows the ethnographic interview principles, the contents of the interview protocol, and the reference guide used to report to companies. Materials and methods: The ethnographic interview is research done through user’s experiences. Particular efforts are made to capture emotional and cognitive experiences. A case on this process has been demonstrated through clothing chain brand stores in Turkey. Participants in the ethnographic interview have previously shopped with all three groups of brands.
Results: In the ethnographic research on ready-made clothing brands, three types of categories emerged: Extraordinary, good, and average. The most fundamental finding is that the middle brand cannot establish an emotional connection with the user. The good brand is considered as a day-saving, and the extraordinary brand is defined as revealing my mind and meeting my expectations.
Conclusion: The perception of users about brands is very high. They are defined in accordance with their shopping stories, grouped and user experience concepts are derived.
Anahtar Kelimeler
Ethnographic interview user experience emotional connections extraordinary good average
Kaynakça
- Akın, M S. (2019a). Kullanıcı Gerçekten Ne İster? Etnografik Metotları İle Derinlemesine Araştırma. Anadolu İktisat ve İşletme Dergisi, 3 (1), 1-25 Akın, M. S. (2019b). Kullanıcının bağlamının önemi ve bağlamsal sorgulama. Istanbul Management Journal, 87, 1-25. Akın, M. S. (2020). Advanced Design Thinking Model For Innovation and Entrepreneurship: Ethnographic, Brainstorming, Prototyping (EBP Canvas Method). Berlin: Lambert Publishing. Beckman, S. L. ve Barry, C. M. (2007), “Innovation as a Learning Process: Embedding Design Thinking”, California Management Review, 50 (1), 25-49 Brown, T. (2008). Design Thinking. Harvard Business Review, 5(3), 56-65 Brown T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. New York: Harper Business. Canniford, R., (2005). Moving Shadows: Suggestions for Ethnography in Globalised Cultures. Quantitative market Research, 8(2), 204- 218. Creswell J. W., ve Creswell J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 5th Edition. New York: SAGE Publications, Inc. Elliot, R. ve Elliot N.J. (2003). Using Ethnography in Strategic Consumer Research. Qualitative Market Research An International Journal, 6(4), 215-223. Faulkner, L. (2003). Beyond the five-user assumption: Benefits of increased sample sizes in usability testing. Behavior Research Methods, Instruments, & Computers, 35, 379–383. Kartarı, A. (2017). Nitel Düşünce Ve Etnografi: Etnografik Yönteme Düşünsel Bir Yaklaşım. Hacettepe Üniversitesi İletişim Fakültesi Kültürel Çalışmalar Dergisi, 4(1): 207-220. Kelley, T. (2005). The Ten Faces of Innovation. California: Doubleday. Kelley, T., & Kelley, D. (2013). Creative Confidence: Unleashing the Creative Potential Within Us All. New York: Crown Business. Kumar, V. (2012). 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization. Chicago: Wiley. Liedtka J., ve Ogilvie, T. (2011). Designing for Growth. New York: Columbia Business School, Liedtka, J., King, A., Bennett, K. (2014). Solving Problems With Design Thinking, New York: Columbia Business School. Luma Insistutue. (2012). Human Centered Design. Pittsburg: Free Press,. Luma Institute. (2014). Innovation of Taxanomy. Harvard Business Review, Jan/Feb issue. Merriam S.B. ve Tisdell E. J. (2015). Qualitative Research: A Guide to Design and Implementation. John Wiley & Son. Moisander, J., Voltanen, A. (2011). Interpretive Marketing Research: Using Ethnography In Strategic Market Development. in Lisa Penaloza; Nil Toulouse and Luca M. Vıscontı (Eds.), Marketing Management: A Cultural Perspective, First Edition, London: Routledge. Nielsen, J. (2012). Intranet Usability: The Trillion-Dollar Question. www.nielsen.com. Nielsen, J. (2000). Why You Only Need to Test with 5 Users. https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/ Nielsen, J. (2020). How Many Test Users in a Usability Study? https://www.nngroup.com/articles/how-many-test-users/ Piaget, J., ve Inhelder, B. (1969). The Psychology Of The Child. New York: Basic Books. Pine, J., Gilmore, J. (2011). The Experience Economy. Cambridge: Harvard Business Review Press. Pink, D. (2011). Drive: The Surprising Truth About What Motivates Us. New York: Riverhead Books Özbölük;T. ve Dursun, Y. (2015), Pazarlama Araştırmalarında Paradigmal Dönüşüm Ve Etnografinin Dijitale Evrimi: Netnografi, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 46, 227-249 Özmen, M ,ve Timur, N . (2015). Müşteri Değeri Üzerine Etnografik Bir Örnek Olay Incelemesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (24) Standford Design School (2009), d.school bootcamp bootleg. www.dschool.standford.edu http://www.youtube.com/watch?v=-FzFk3E5nxM (20.03.2019) Young, I. (2015). Practical Empathy: For Collaboration and Ceativity in Your Work. New York: Rosenfeld Media. Zaltman, G. ve Zaltman,L. (2008). Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers. Boston: Harvard Business School Press. Zaltman, G. ve Zaltman, L. (2006). What Do ‘Really Good’ Managers and ‘Really Good’ Researchers’ Want of One Another?, The Handbook of Marketing Research: Uses, Misuses, and Future Advances, 37 (2): 33-48. Zaltman, G. ve MacCaba, D. (2007). Metaphor in Advertising. The SAGE Handbook of Advertising, 45 (4): 135-154. Zaltman, G. (2003). How Customers Think: Essential Insights into the Mind of the Markets. Boston: Harvard Business School Press.
Öz
Amaç: Bu makalede kullanıcı deneyimi araştırmalarında yardımcı olan etnografik mülakat prensipleri, mülakat protokolünün içeriği ve şirketlere rapor olarak sunulmasında kullanılan başvuru kılavuzu gösterilmiştir.
Gereç ve Yöntem: Etnografik mülakat kullanıcının deneyimleri üzerinden yapılan araştırmadır. Özellikle duygusal ve bilişsel deneyimlerinin anlaşılmasına gayret gösterilmektedir. Bu süreç Türkiye’de zincir kıyafet mağazası olan ve kitlesel satış yapan markalar üzerinden örneklenmiştir. Etnografik mülakata katılanlar her üç grup markayla daha önce alışveriş gerçekleştirmişlerdir.
Bulgular: Zincir hazır giyim markaları üzerine yapılan etnografik kullanıcı deneyimi araştırmasında üç tip kategori ortaya çıkmıştır: Olağanüstü, iyi ve orta. En temel bulguda orta markanın kullanıcısıyla duygusal bağ kuramamasıdır. İyi markanın gün kurtarıcı ve olağanüstü ise aklımdakini ortaya koyuyor ve beklentilerimi karşılıyor olarak tanımlanmasıdır.
Sonuç: Kullanıcının markalar konusunda algısı çok yüksektir. Kendilerinin alışveriş hikayeleri doğrultusunda tanımlanmış, gruplanmış ve kullanıcı deneyim kavramları türetilmiştir
Anahtar Kelimeler
Etnografi mülakat kullanıcı deneyimi duygusal bağ olağanüstü iyi orta
Kaynakça
- Akın, M S. (2019a). Kullanıcı Gerçekten Ne İster? Etnografik Metotları İle Derinlemesine Araştırma. Anadolu İktisat ve İşletme Dergisi, 3 (1), 1-25 Akın, M. S. (2019b). Kullanıcının bağlamının önemi ve bağlamsal sorgulama. Istanbul Management Journal, 87, 1-25. Akın, M. S. (2020). Advanced Design Thinking Model For Innovation and Entrepreneurship: Ethnographic, Brainstorming, Prototyping (EBP Canvas Method). Berlin: Lambert Publishing. Beckman, S. L. ve Barry, C. M. (2007), “Innovation as a Learning Process: Embedding Design Thinking”, California Management Review, 50 (1), 25-49 Brown, T. (2008). Design Thinking. Harvard Business Review, 5(3), 56-65 Brown T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. New York: Harper Business. Canniford, R., (2005). Moving Shadows: Suggestions for Ethnography in Globalised Cultures. Quantitative market Research, 8(2), 204- 218. Creswell J. W., ve Creswell J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 5th Edition. New York: SAGE Publications, Inc. Elliot, R. ve Elliot N.J. (2003). Using Ethnography in Strategic Consumer Research. Qualitative Market Research An International Journal, 6(4), 215-223. Faulkner, L. (2003). Beyond the five-user assumption: Benefits of increased sample sizes in usability testing. Behavior Research Methods, Instruments, & Computers, 35, 379–383. Kartarı, A. (2017). Nitel Düşünce Ve Etnografi: Etnografik Yönteme Düşünsel Bir Yaklaşım. Hacettepe Üniversitesi İletişim Fakültesi Kültürel Çalışmalar Dergisi, 4(1): 207-220. Kelley, T. (2005). The Ten Faces of Innovation. California: Doubleday. Kelley, T., & Kelley, D. (2013). Creative Confidence: Unleashing the Creative Potential Within Us All. New York: Crown Business. Kumar, V. (2012). 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization. Chicago: Wiley. Liedtka J., ve Ogilvie, T. (2011). Designing for Growth. New York: Columbia Business School, Liedtka, J., King, A., Bennett, K. (2014). Solving Problems With Design Thinking, New York: Columbia Business School. Luma Insistutue. (2012). Human Centered Design. Pittsburg: Free Press,. Luma Institute. (2014). Innovation of Taxanomy. Harvard Business Review, Jan/Feb issue. Merriam S.B. ve Tisdell E. J. (2015). Qualitative Research: A Guide to Design and Implementation. John Wiley & Son. Moisander, J., Voltanen, A. (2011). Interpretive Marketing Research: Using Ethnography In Strategic Market Development. in Lisa Penaloza; Nil Toulouse and Luca M. Vıscontı (Eds.), Marketing Management: A Cultural Perspective, First Edition, London: Routledge. Nielsen, J. (2012). Intranet Usability: The Trillion-Dollar Question. www.nielsen.com. Nielsen, J. (2000). Why You Only Need to Test with 5 Users. https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/ Nielsen, J. (2020). How Many Test Users in a Usability Study? https://www.nngroup.com/articles/how-many-test-users/ Piaget, J., ve Inhelder, B. (1969). The Psychology Of The Child. New York: Basic Books. Pine, J., Gilmore, J. (2011). The Experience Economy. Cambridge: Harvard Business Review Press. Pink, D. (2011). Drive: The Surprising Truth About What Motivates Us. New York: Riverhead Books Özbölük;T. ve Dursun, Y. (2015), Pazarlama Araştırmalarında Paradigmal Dönüşüm Ve Etnografinin Dijitale Evrimi: Netnografi, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 46, 227-249 Özmen, M ,ve Timur, N . (2015). Müşteri Değeri Üzerine Etnografik Bir Örnek Olay Incelemesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (24) Standford Design School (2009), d.school bootcamp bootleg. www.dschool.standford.edu http://www.youtube.com/watch?v=-FzFk3E5nxM (20.03.2019) Young, I. (2015). Practical Empathy: For Collaboration and Ceativity in Your Work. New York: Rosenfeld Media. Zaltman, G. ve Zaltman,L. (2008). Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers. Boston: Harvard Business School Press. Zaltman, G. ve Zaltman, L. (2006). What Do ‘Really Good’ Managers and ‘Really Good’ Researchers’ Want of One Another?, The Handbook of Marketing Research: Uses, Misuses, and Future Advances, 37 (2): 33-48. Zaltman, G. ve MacCaba, D. (2007). Metaphor in Advertising. The SAGE Handbook of Advertising, 45 (4): 135-154. Zaltman, G. (2003). How Customers Think: Essential Insights into the Mind of the Markets. Boston: Harvard Business School Press.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Temmuz 2020 |
| Gönderilme Tarihi | 4 Nisan 2020 |
| Yayımlandığı Sayı | Yıl 2020 Cilt: 1 Sayı: 1 |
Dizinler (Indexing)