1. GEMBA WALK STAGE
During the Gemba Walk
2. BRIEF DESCRIPTION
Ethnography is a study that aims to observe, understand and scientifically describe people, society and cultures with their behaviors, customs, habits, emotions, and mutual differences. Ethnography is typically carried out at the place where customers use or come in touch with the product or service.
3. HOW TO USE ETHNOGRAPHY IN THE GEMBA WALK
Ethnography, simply stated, is the study of people in their own environment through the use of methods such as participant observation and face-to-face interviewing. Ethnography is a vital part of the Gemba Walk. It leverages the power of observation to understand the everyday work of employees from their perspective and identify improvement opportunities.
Rules for a Gemba ethnography investigation:
observe attitudes, behaviors, emotions
show respect
be punctual
listen 80%, speak 20%
focus on learning the process and discover problems to be solved
ask challenging questions
encourage reflection
4. ROLES AND ACTIVITIES
Leader: Supports the team to perform the ethnographic research as part of the Gemba Walk
Facilitator: Supports with ethnography training and coaching
Team member: Performs ethnography during the Gemba Walk
5. EXPECTED BENEFITS FOR THE GEMBA WALK
Focuses on identifying and understanding the problems while observing the employees’ behaviors and emotions
Provides an understanding of the activities from the employees’ point of view
Provides an understanding beyond statistics and KPIs
Helps identify improvement opportunities
6. ORGANIZATIONS THAT CARRY OUT ETHNOGRAPHY RESEARCH
Bocar Group, Interface and Swisscom