- Announcing: War Stories
- Steve’s War Story: It’s All Going To Burn
- Tamara’s War Story: What the Hell? Don’t you knock?
- Tell Us Your War Story
- Vanessa’s War Story: DDoSed in Vegas
- Dan’s War Story: Focus, no matter what!
- Priya’s War Story: Taking empathy to a whole new level
- Tom’s War Story: Go with the flow
- Mary Ann’s War Story: Be Prepared
- Leo’s War Story: No, We Really Meant the User
- Nicolas’ War Story: Do you want me to act?
- Diane’s War Story: Interrupted Interview
- Kelly’s War Story: Pictures are language independent
- Susan’s War Story: The trust dance
- Gavin’s War Story: It’s 4:00 a.m., Do You Know Where Your Ethnographer Is?
- Dan’s War Story: Shanghai Surprise
- Fumiko’s War Story: Goodbye cruel world
- Greg’s War Story: Taking notes, getting detained (sort of)
- Jon’s War Story: Beware of Trap Doors
- George’s War Story: Skyfall (or A View to A Kill)
- Lisa’s War Story: When Rapport Goes Too Far
- Sean’s War Story: Pockets full of cash
- Francoise’s War Story: Black glances cast our way
- Brandon’s War Story – CATastrophe
- Greg’s War Story: Biting off more than I can chew
- Michael’s War Story: The glass is more than half full
- Raffaella’s War Story: Learning to deal with expectations
- Greg’s War Story: Culture shock
- Elaine’s War Story: I thought my client was going to die
- Dennis’s War Story: Negotiating between sympathy and empathy
- Debbie’s War Story: Sometimes Ignorance is Bliss
- Carla’s War Story: A dirty diaper sitting in the mud
- Apala’s War Story: Whose side is the researcher on?
- Jaimes and Aico’s War Story: Sumimasen!
- Elysa’s War Story: Keep The Swiffer On Your Right
- Sharon’s War Story: Broken Windows Theory
- David’s War Story: Footloose
- David’s War Story: Suit yourselves
- Prasad’s War Story: Skin in the game
- Daria’s War Story: Human Thresholds
- Jen’s War Story: Trust your gut, it can save your life!
- Ryan’s War Story: Enthusiasticus Interruptus
- Valerie’s War Story: Rank order
- Rachel’s War Story: Subject Matter May Be Inappropriate
- Cordy’s War Story: A Crisis of Credibility
- Marta’s War Story: On confronting judgement
- Whitney’s War Story: Stories of War
- Kavita’s War Story: Managing money, oh joy!
- Ilona’s War Story: First Stop the Bleeding!
- Elaine’s War Story: They call me Mister
- Tom’s War Story: House Rules
- Alicia’s War Story: Don’t hate on a tinkler
- Lena’s War Story: The Researcher and the Banana Thief
- Michael’s War Story: All About Face (Sichuan Adventures)
- Raffaella’s War Story: A hot day in a bank
- John’s War Story: An Ethnographic Encounter with Occupy Wall Street
- Lindsay’s War Story: Sexism in the City
- War Story: Seeing Ourselves As Others May See Us
- Erik’s War Story: (Don’t) Go Toward The Light
- Steve’s War Story: Finding Mojo “In the Moment”
- Gerry’s War Story: Right to be Wrong
- Chauncey’s War Story: Secrets, Security and Contextual Inquiry
- Doug’s War Story: Knock-knock! Who’s there?
- Jon’s War Story: Of Speed and Strip Clubs
- Rachel’s War Story: Research, in Sickness and in Health
- Carol’s War Story: Driving Force
- Ari’s War Story: Chicken Run
- David’s War Story: Let it Bleed
- Patricia’s War Story: The Hidden Persuader
Carol Rossi is the senior director of user experience research at edmunds.com.
Since Edmunds.com is an auto website we spend a lot of time hearing about how people shop for cars. A couple of years ago we ran a shop-along study where we conducted in-home interviews to both understand car shopping behavior and simultaneously screen people we may want to go with on test drives to dealerships. I always take someone else with me when running interviews – a designer, product manager, exec, etc. – so they get first-hand exposure to real car shoppers.
This time I had the head of editorial with me. The Edmunds editorial team has a long-term fleet of cars so they can write about car ownership. My colleague tells me that he’ll drive and we’ll take one of the fleet cars. We meet in the lobby and he walks us over to a $100,000 red BMW. Not what I typically show up in to interview somebody who is probably shopping for a Honda.
The interview is in Hollywood and although it’s only 10 miles from our office this is LA so we drive up Santa Monica Blvd for like an hour. We find the address and it’s not in the best part of Hollywood. There we are with this six-figure car. Eventually we find a parking spot that looks relatively safe and walk to the building.
We use the callbox and are buzzed into the building. We look for the apartment and realize it’s in the basement. We’re greeted by our interviewee, a middle-aged guy who’s described on the screener as a self-employed writer (like much of the population of Hollywood). The apartment is the tiniest living space. It really looked more like a one-car garage. The air was stuffy, there was a unique odor that was somewhere between musty and dusty, there were no windows open and no A/C, with carpet that had maybe never been cleaned. I started to hope the allergy attack I was sure was coming happened after we were finished. The apartment was overstuffed with piles of papers (screenplays?), VHS tapes, and posters of independent movies (including one with a woman in bondage gear who we later discover is his wife). Although we’d normally want to capture anything descriptive of the scene, to avoid distracting the product team who would watch the video later we had to position the camera to keep the poster out of the shot.
We’re chatting and after a few minutes our interviewee’s 35-year old wife comes out with a baby. The wife is some kind of Hungarian model (think of a European version of Gisele Bündchen). The guy turned out to be really nice, educated and articulate, but also clearly not at all someone likely to test drive a car at a dealership. Basically he hates cars, rides his bike everywhere, is trying to get off the grid but needs a car now that there’s a baby, and says he’ll buy some used car that’s parked on the street with a sign in the window.
Was this interview all for naught? From the first moment through the end I wasn’t sure. You always learn something new, so even though this guy did not meet our criteria for people likely to buy a car at a dealership we certainly got exposure to a type of shopper we knew theoretically existed but hadn’t yet encountered (“the eccentric car hater”).
I’ve seen homes like this (and worse) but after the interview we walked outside and my colleague couldn’t unload fast enough. He’d never seen a living situation like that. In rapid succession he declared (out of concern for our safety) “When we first walked in I though it was a trap – I was looking for a way out” but then (out of concern for the child’s health) repeated several times “They have a baby in there!!” And then he began to express his concern for my safety “Do you go on these interviews alone?…You take a guy with you, right?”
After this emotional decompression, we jumped back into the ostentatious Beemer and drove down Santa Monica Blvd., away from the unknown of the ethnographer’s life to the predictable comfort of our office…until the next interview.