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So what I'm going to talk about to you today issomething called Ethnography.
今天我要跟你們講的是關於人種學的內容。
This is a type of research aimed at exploring the wayhuman cultures work.
這是一種以探究人類文明如何起作用為目的的研究。
It was first developed for use in anthropology, andit's also been used in sociology and communicationstudies.
它起先是為了在人類學領域的使用而提出的，現在也被用於研究社會學和傳播學。
So what's it got to do with business, you may ask.
你們也許要問，這跟商務有什麼關係?
Well, businesses are finding that ethnography can offer them deeper insight into the possibleneeds of customers either present or future
企業逐漸發現，學習人種學能夠使他們更深層次地洞悉現有或未來客戶的潛在需求，
as well as providing valuable information about their attitudes towards existing products.
同時也使他們獲取了客戶對他們現有產品的寶貴意見。
And ethnography can also help companies to design new products or services that customersreally want.
而且人種學還能夠幫助公司設計出客戶真正想要的新產品或者服務。
Let's look at some examples of how ethnographic research works in business.
我們來看幾個例子，看看人種學方面的研究是如何在商業中起作用的。
One team of researchers did a project for a company manufacturing kitchen equipment.
一組研究人員為一家生產廚房用具的公司做了一個專案。
They watched how cooks used measuring cups to measure out things like sugar and flour.
他們仔細觀察了廚師們是如何使用量杯測算出像糖和麵粉這類食品的用量的。
They saw that the cooks had to check and recheck the contents,
他們發現廚師們要反覆檢查量杯裡的東西，
because although the measuring cups had numbers inside them the cooks couldn't see theseeasily.
因為雖然這些量杯內部都有刻度，但是卻無法輕易看見它們。
So a new design of cup was developed to overcome this problem, and it was a top seller.
於是他們設計了一種新的量杯來克服這個問題，而這種量杯也成為了最暢銷的產品。
Another team of ethnographic researchers looked at how cell phones were used in Uganda, inAfrica.
另一組人種學研究人員研究了非洲烏干達的人們是如何使用手機的。
They found that people who didn't have their own phones could pay to use the phones of localentrepreneurs.
他們發現那些自己沒有手機的人，可以付錢使用當地企業家的手機。
Because these customers paid in advance for their calls, they were eager to know how muchtime they'd spent on the call so far.
由於這些顧客提前支付了打電話的費用，所以他們很想知道自己這通電話到目前為止已經打了多長時間。
So the phone company designed phones for use globally with this added feature.
於是電話公司設計出了能夠在全球使用的，帶有這項額外效能的`手機。
Ethnographic research has also been carried out in computer companies.
計算機公司同樣也進行了人種學研究。
In one company, IT systems administrators were observed for several weeks.
在某家公司裡，他們持續觀察了好幾周IT系統管理員。
It was found that a large amount of their work involved communicating with colleagues in orderto solve problems,
他們發現這些管理員的工作中很大一部分都涉及了和同事交流以解決問題，
but that they didn't have a standard way of exchanging information from spreadsheets and soon.
但是他們沒有一個通過電子資料表之類的平臺交換資訊的標準方式。
So the team came up with an idea for software that would help them to do this.
於是這組研究人員提出了設計一個能夠幫助他們做到這一點的軟體的想法。
In another piece of research, a team observed and talked to nurses working in hospitals.
在另一次研究中，一組研究員觀察並約談了一些在醫院工作的護士。
This led to the recognition that the nurses needed to access the computer records of theirpatients no matter where they were.
他們發現，這些護士需要無論身在何處都能獲取他們病人的電腦記錄。
This led to the development of a portable computer tablet that allowed the nurses to checkrecords in locations throughout the hospital.
這一發現導致了一種行動式平板電腦的問世，這個平板電腦使得護士在醫院的任何地方都能檢視記錄。
Occasionally, research can be done even in environments where the researchers can't bepresent.
偶爾，在研究人員無法到達的環境裡甚至也能進行研究。
For example, in one project done for an airline,
比如一個為航空公司進行的專案。
respondents used their smart phones to record information during airline trips in a studyaiming at tracking the emotions of passengers during a flight.
在一專案的在於追蹤乘客飛行時的情緒的研究中，被研究者用他們的智慧手機記錄下了飛行過程的資訊。
