Part of the ethnographic analysis team for the reinvent the toilet challenge over a three month period, analysing over 18.5 hours of interview video footage. One of the main objectives of the project was the toilet had to be truly inspirational, meaning the concept is desirable. This required an understanding of the users needs and values, putting them at the center of the design.
What I did
Choosing which research methods to be used, surveys were rejected due to users not always knowing what they want and open to bias from researchers. Ethnographic techniques were selected as emphasis on allowing users to freely express what they want. To ensure quality data collection, a topic area grid tool was created to ask questions from while interviewing.
Systematic observations of all interview footage was completed, with observations separated out into categories. For every observation made the video was stopped, the team discussed and then documented with specific identification codes added. Notes from each observation were converted into a number of codes (the codes used were bespoke because of the nature and embarrassment of the subject) based on themes from the exploratory coding schemer, codes which occurred most frequently were then analysed further, such as when they are talking about the use of the toilet what else are they talking about.
Example - Frustration with children and others making a mess in the incorrect use of the toilet.
A wide range of insights where gathered, summarised into 21 key observations cross referenced with codes to generate opportunities for innovation. These were then developed into 6 personas, alongside correspondent mapping to demonstrate the demographic and their motivations. All the rich sources of data helped to form the product specification for which the toilet should be designed against.