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第一段
1 .So what I'm going to talk about to you today is something called Ethnography.
该句暂无译文！
2 .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．
3 .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．
4 .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．
5 .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，
6 .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．
7 .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．
第二段
1 .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．
2 .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．
3 .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．
4 .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，
5 .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．
6 .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．
第三段
1 .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．
2 .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．
3 .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．
4 .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．
第四段
1 .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．
2 .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．
3 .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，
4 .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．
5 .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．
第五段
1 .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．
2 .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．
3 .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．
第六段
1 .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．
2 .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．
3 .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．
第一段
1 .So what makes studies like these different from ordinary research?
那么，是什么使这些研究不同于一般的研究得呢．
2 .Let's look at some of the general principles behind ethnographic research in business.
让我们来看看在商业中人类史研究背后的普遍原理．
3 .First of all, the researcher has to be completely open-minded - he or she hasn't thought up a hypothesis to be tested, as is the case in other types of research.
首先，研究者必须是思想开通的，他或她还没有得出要测试一个假设，在其他类型的研究中是这样的．
4 .Instead they wait for the participants in the research to inform them.
相反，他们等待研究中参与者来给他们信息．
5 .As far as choosing the participants themselves is concerned, that's not really all that different from ordinary research - the criteria according to which the participants are chosen may be something as simple as the age bracket they fall into, or the researchers may select them according to their income, or they might try to find a set of people who all use a particular product, for example.
就选择参与者而言，这和普通的研究并没有太大的区别--参与者选择依据的标准可能是按照年龄这么简单，或研究人员可以根据他们的收入(选择)，或他们可能会试图找到一组使用特定产品的人．
6 .But it's absolutely crucial to recruit the right people as participants.
但这，招募合适的人作为参与者绝对是至关重要的．
7 .As well as the criteria I've mentioned, they have to be comfortable talking about themselves and being watched as they go about their activities.
除了我提到的标准，他们必须对谈论自己和做活动时被观看感到舒适．
8 .Actually, most researchers say that people open up pretty easily, maybe because they're often in their own home or workplace.
事实上，大多数研究人员都认为，人们很容易放开，也许是因为他们经常在自己家或工作场所．
第二段
1 .So what makes this type of research special is that it's not just a matter of sending a questionnaire to the participants, instead the research is usually based on first-hand observation of what they are doing at the time.
因此，这类研究的特殊性在于，它不只是向参与者发送问卷调查，而是基于对他们正在做的事情的第一手观察的研究．但
2 .But that doesn't mean that the researcher never talks to the participants.
但这并不意味着研究人员从来没有对参与者进行会谈．
3 .However, unlike in traditional research, in this case it's the participant rather than the researchers who decides what direction the interview will follow.
然而，与传统的研究不同的是，在这种情况下，是它的参与者，而不是研究人员决定面谈进行的方向．
4 .This means that there's less likelihood of the researcher imposing his or her own ideas on the participant.
这意味着研究者对参与者施加他或她自己的想法的可能性较小．
第三段
1 .But after they've said goodbye to their participants and got back to their office, the researchers' workisn't finished.
但是当他们跟他们的参与者说再见，回到他们的办公室后，研究人员的工作还没有完成．
2 .Most researchers estimate that 70 to 80 per cent of their time is spent not on the collecting of data but on its analysis - looking at photos, listening to recordings and transcribing them, and so on.
大多数研究人员估计，70％到80％时间不是花在收集数据上，而是花在分析上--研究照片、听录音和转录，等等．
3 .The researchers may end up with hundreds of pages of notes.
研究人员可能最终会有数百页的笔记．
4 .And to determine what's significant, they don't focus on the sensational things or the unusual things, instead they try to identify a pattern of some sort in all this data, and to discern the meaning behind it.
为了确定什么是重要的，他们不把焦点放在一些耸人听闻或不寻常的事情上，相反，他们试图在所有这些数据中找出一种某种模式，并辨别它背后的含义．
5 .This can result in some compelling insights that can in turn feed back to the whole design process.
这可能会带来一些令人信服的见解，可以反过来反馈到整个设计过程中．