Short answer

When conducting user research, actively seek out and analyze all forms of communication, not just verbal exchanges, to gain a richer and more accurate understanding of user needs and behaviours.

Field
User-Centred Design
Source
Academic Publication (2019)
Method
Ethnography
Evidence
Moderate effect

Effective ethnographic research in diverse and multi-sited contexts must account for the full spectrum of communication, including non-verbal cues and digital interactions, to avoid an 'oral language bias'. This user-centred design research insight is drawn from a 2019 study published in Academic Publication. Using Ethnography, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When conducting user research, actively seek out and analyze all forms of communication, not just verbal exchanges, to gain a richer and more accurate understanding of user needs and behaviours.

Study
User-Centred DesignHigh ImpactModerate effect

Ethnographic research across physical and digital sites requires attention to diverse communication methods beyond spoken language.

Effective ethnographic research in diverse and multi-sited contexts must account for the full spectrum of communication, including non-verbal cues and digital interactions, to avoid an 'oral language bias'.

Academic Publication · 2019

01

Key Findings

  • 01Ethnographic analysis has historically been biased towards spoken language, neglecting other forms of communication.
  • 02Learning and communication are situated and distributed processes, collaboratively achieved.
  • 03Linguistic heterogeneity presents epistemological and pragmatic challenges for ethnographic fieldwork.
02

Application

Design takeaway

When conducting user research, actively seek out and analyze all forms of communication, not just verbal exchanges, to gain a richer and more accurate understanding of user needs and behaviours.

How to apply

When observing users interacting with a product or service, pay close attention to their body language, facial expressions, and any digital interactions they engage in, in addition to their spoken feedback.

Project actions

  • 01Consider how users communicate non-verbally during your observations.
  • 02If your design involves digital interfaces, analyze how users interact with them beyond just clicking buttons.
03

Method & Evidence

AimHow can ethnographic research methodologies be adapted to effectively capture and analyze communication across diverse physical and digital sites, particularly in linguistically heterogeneous environments?
MethodEthnography
ProcedureThe research involved multi-sited ethnographic projects conducted in various geopolitical and digital spaces, analyzing communication beyond just spoken language.
ContextEmpirical research, ethnography, multi-sited studies, digital and physical environments.

Variables

IVType of communication (verbal, non-verbal, digital)
DVDepth and accuracy of user understanding
CVResearch context (physical vs. digital sites), linguistic diversity of participants
04

Strengths & Limitations

Strengths

  • +Emphasizes the complexity of human communication.
  • +Highlights the need for inclusive research methods.

Limitations

It can be challenging to objectively interpret non-verbal cues or digital interaction patterns without specialized training. The research is based on ethnographic studies, which may have specific methodological constraints.

Reliability & validity

Reliability could be improved by having multiple researchers independently code communication types. Validity would be enhanced by triangulating findings with other data sources, such as user task completion rates.

Think critically

To what extent does the 'oral language bias' affect the interpretation of user data in design projects that are not explicitly ethnographic?

05

Design Principles

"Embrace multimodal communication analysis in user research."

Designers and researchers often rely on direct communication to understand user needs. However, in complex, multi-site, or digitally mediated environments, users may communicate through a variety of means. Failing to acknowledge and analyze these diverse communication forms can lead to incomplete or inaccurate insights into user behaviour and needs.

06

What This Means for Your Design

When you ask people about something, they don't just talk. They also use their bodies, their actions, and digital tools to communicate. Good research needs to look at all of these things, not just their words, especially if people speak different languages or use technology differently.

How to use in your project

  • 1.Reference this study when discussing the limitations of purely verbal user feedback and the importance of observing non-verbal cues or digital interaction patterns in your design project.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research highlights the critical need to move beyond an 'oral language bias' in user research. By adopting a multimodal approach that accounts for situated and distributed communication, including non-verbal cues and digital interactions, designers can achieve a more comprehensive understanding of user needs and behaviours, particularly in diverse or digitally mediated environments.

09

Source

Academic Publication

Handling Languaging During Empirical Research: Ethnography as Action in and Across Time and Physical-Virtual Sites

journal · 2019

View source

Questions About This Research

What does the research say about ethnographic research across physical and digital sites requires attention to diverse communication methods beyond spoken language?
When conducting user research, actively seek out and analyze all forms of communication, not just verbal exchanges, to gain a richer and more accurate understanding of user needs and behaviours. Evidence: Academic Publication (2019).
Why does "Ethnographic research across physical and digital sites requires attention to diverse communication methods beyond spoken language." matter for design?
Designers and researchers often rely on direct communication to understand user needs. However, in complex, multi-site, or digitally mediated environments, users may communicate through a variety of means. Failing to acknowledge and analyze these diverse communication forms can lead to incomplete or inaccurate insights into user behaviour and needs.
How can designers apply this research?
When conducting user research, actively seek out and analyze all forms of communication, not just verbal exchanges, to gain a richer and more accurate understanding of user needs and behaviours.
What were the main findings?
Ethnographic analysis has historically been biased towards spoken language, neglecting other forms of communication.. Learning and communication are situated and distributed processes, collaboratively achieved.. Linguistic heterogeneity presents epistemological and pragmatic challenges for ethnographic fieldwork.
What research method was used?
Ethnography.
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2019 journal from Academic Publication.
What should I do differently in my next project?
When observing users interacting with a product or service, pay close attention to their body language, facial expressions, and any digital interactions they engage in, in addition to their spoken feedback.
What are the limitations?
The research focuses on ethnographic fieldwork and may not directly translate to all design research methodologies. The 'oral language bias' might be less pronounced in certain design contexts.