Virtual Floorspace

After capturing all the data for the Millennials Apparel Ethnography, we needed to determine the strongest emerging concepts, to evaluate parameters that could drive the design strategy. First we reduced the transcipts to verbatims and observations that correspond directly to the codes, index terms, tags, etc. that we created from reviewing the complete data set. Then we placed the key sections of the transcript into an Excel table and assigned codes that represent their concepts. We then sorted by the codes and evaluated the strength of the concept for operationalizing as a variable to bring into quantitative research. An example coded transcript from the millennials apparel shopping project is shown below.

Paul Bryan, Usography Corporation (www.usography.com) customer research, design strategy, e-commerce, e-retail, ethnography