Part A :

So what I'm going to talk about to you today is something called Ethnography.

This is a type of research aimed at exploring the way human cultures work.

所以今天我要和你谈谈的人种史．这是一种旨在探索人类文化工作方式的研究．

It was first developed for use in anthropology, and it's also been used in sociology and communication studies.

它首先在人类学使用中发展，它也被用于社会学和通信研究．

So what's it got to do with business, you may ask.

所以，你可以问，这和商业有什么关系．

Well, businesses are finding that ethnography can offer them deeper insight into the possible needs of customers,

好的，企业发现人种史可以使他们更深入地洞察客户的需求，

either present or future, as well as providing valuable information about their attitudes towards existing products.

无论是现在还是未来，以及针对他们对现有产品的态度提供有价值的信息．

And ethnography can also help companies to design new products or services that customers really want.

人种史也可以帮助企业设计客户真正想要的新的产品或服务．

Let's look at some examples of how ethnographic research works in business.

让我们来看看人种史是怎么在商业中发挥作用的．

One team of researchers did a project for a company manufacturing kitchen equipment.

一组研究人员为一家制造厨房设备的公司做了一个项目．

They watched how cooks used measuring cups to measure out things like sugar and flour.

他们观察厨师如何用量杯来测量糖和面粉之类的东西．

They saw that the cooks had to check and recheck the contents,

他们观察厨师们如何检查和复查内容，

because although the measuring cups had numbers inside them, the cooks couldn't see these easily.

因为尽管量杯里面有数字，厨师不是很容易看这到．

So a new design of cup was developed to overcome this problem, and it was a top seller.

一个新设计的杯子被开发来克服这个问题，并且它成为了最好卖的产品．

Another team of ethnographic researchers looked at how cell phones were used in Uganda, in Africa.

另一组的人类史研究人员研究了手机在非洲的乌干达的使用．

They found that people who didn't have their own phones could pay to use the phones of local entrepreneurs.

他们发现没有自己手机的人可以使用本地企业家的电话．

Because these customers paid in advance for their calls, they were eager to know how much time they'd spent on the call so far.

因为这些客户提前为他们的电话付款，他们急于知道到目前为止他们花了多少钱．

So the phone company designed phones for use globally with this added feature.

因此，电话公司为全球使用的手机做出了设计，加入了这个新增的功能．

Ethnographic research has also been carried out in computer companies.

在计算机公司也进行了人类史的研究．

In one company, IT systems administrators were observed for several weeks.

在一个公司里，信息技术系统管理员被观察了几个星期．

It was found that a large amount of their work involved communicating with colleagues in order to solve problems,

发现他们大量的工作是与同事沟通以解决问题，

but that they didn't have a standard way of exchanging information from spreadsheets and so on.

但他们没有一个从电子表格中交换信息的标准方式．

So the team came up with an idea for software that would help them to do this.

因此，该小组提出了开发一个软件的想法，这将有助于他们处理这种情况．

In another piece of research, a team observed and talked to nurses working in hospitals.

在另一个研究中，一个团队观察在医院工作的护士，并和他们谈话．

This led to the recognition that the nurses needed to access the computer records of their patients, no matter where they were.

这使他们意识到，护士需要访问电脑里他们的患者记录，无论他们在哪里．

This led to the development of a portable computer tablet that allowed the nurses to check records in locations throughout the hospital.

这促进了便携式计算机平板电脑的发展，让护士在整个医院的检查记录．

Occasionally, research can be done even in environments where the researchers can't be present.

有时，研究甚至要在研究人员不在场的环境中完成．

For example, in one project done for an airline, respondents used their smartphones to record information during airline trips,

有时，研究甚至要在研究人员不在场的环境中完成．

in a study aiming at tracking the emotions of passengers during a flight.

在一项旨在跟踪乘客在飞行过程中的情绪的研究中，受访者使用他们的智能手机来记录航空旅行中的信息．