Integrating Data Science and Ethnography
Earlier this week, Matt Artz, Astrid Countee, and I ran a workshop at the American Anthropological Association’s 2020 annual conference entitled “Breaking into Tech.” We discussed strategies for anthropologists interested in working in the tech world.
Here is the presentation for anyone who might find it useful but could not attend:
Thank you, Astrid and Matt, for your help in developing and running this workshop.
I wrote this essay for my midterm for a course I took on conducting program evaluation as an anthropologist taught by Dr. Michael Duke at the University of Memphis Anthropology Master’s program. In it, I synthesize Donna Mertens’s discussion of employing mixed methods research for program evaluation work in her book, Mixed Methods Design in Evaluation, as a way to present the need for what I call methodological complementarianism.
Methodological complementarianism involves complementing those on the team one is working with by advancing for the complementary perspectives that the team needs. When conducting transdisciplinary work as applied anthropologists, instead of explicitly or implicitly seeking to maintain a “pure” anthropological approach, I think we should have a greater willingness to produce something anew in that environment, even if it no longer fits the “pure” boundaries of proper anthropology or ethnography but rather some kind of hybrid emerging out of the needs of the situation. Methodological complementarianism is one practical way to do that I have been exploring.
I am pleased to announce that the Annals of Anthropological Practice has accepted my article “Anthropology by Data Science.” https://anthrosource.onlinelibrary.wiley.com/doi/10.1111/napa.12169. In it, I reflect on the relationship anthropologist have cultivated with data science as a discipline and the importance of integrating machine learning techniques into ethnographic practice.
Annals of Anthropological Practice is overseen by the National Association for the Practice of Anthropology (NAPA) within the American Anthropological Association. Thank you, NAPA, for publishing my article and thank you to all the unnamed editors and reviewers in the process.
This is a quick and dirty summary of my master’s practicum research project with Indicia Consulting over the summer of 2018. For anyone interested in more detail, here is a more detailed report, and here is the final report with Indicia.
My practicum was the sixth stage of a several year-long research project. The California Energy Commission commissioned this larger project to understand the potential relationship between individual energy consumption and technology usage. In stages one through five, we isolated certain clusters of behavior and attitudes around new technology adoption – which Indicia called cybersensitivity – and demonstrated that cybersensitivity tended to associate with a willingness to adopt energy-saving technology like smart meters.
This led to a key question: How can one identify cybersensivity among a broader population such as a community, county, or state? Answering this question was the main goal of my practicum project.
In the past stages of the research project, the team used ethnographic research to establish criteria for whether someone was a cybersensitive based on several hours of interviews and observations about their technology usage. These interviews and observations certainly helped the research team analyze behavioral and attitudinal patterns, determine what patterns were significant, and develop those into the concept of cybersensitivity, but they are too time- and resource-intensive to perform with an entire population. One generally does not have the ability to interview everyone in a community, county, or state. I sought to address this directly in my project.
| Task | Timeline | Task Name | Research Technique | Description |
| Task 1 | June 2015-Sept 2018 | General Project Tasks | Administrative (N/A) | Developed project scope and timeline, adjusting as the project unfolds |
| Task 2 | July 2015 – July 2016 | Documenting and analyzing emerging attitudes, emotions, experiences, habits, and practices around technology adoption | Survey | Conducted survey research to observe patterns of attitudes and behaviors among cybersensitives/awares. |
| Task 3 | Sept 2016 – Dec 2016 | Identifying the attributes and characteristics and psychological drivers of cybersensitives | Interviews and Participant-Observation | Conducted in-depth interviews and observations coding for psych factor, energy consumption attitudes and behaviors, and technological device purchasing/usage. |
| Task 4* | Sept 2016 – July 2017 | Assessing cybersensitives’ valence with technology | Statistical Analysis | Tested for statistically significant differences in demographics, behaviors, and beliefs/attitudes between cyber status groups |
| Task 5 | Aug 2017 – Dec 2018 | Developing critical insights for supporting residential engagement in energy efficient behaviors | Statistical Analysis | Analyzed utility data patterns of study participants, comparing it with the general population. |
| Task 6 | March 2018 – Aug 2018 | Recommending an alternative energy efficiency potential model | Decision Tree Modeling | Constructed decision tree models to classify an individual’s cyber status |
The overall goal for the project was to produce a scalable method to assess whether someone exhibits cybersensitivity based on data measurable across an entire population. In doing this, the project also helped address the following research needs:
I used machine learning modeling to create a decision-making flow to isolate cybersensitives in a population. Random forests and decision trees produced the best models for Indicia’s needs: random forests in accuracy and robustness and decision trees in human decipherability. Through them, I created a programmable yet human-comprehensible framework to determine whether an individual is cybersensitive based on behaviors and other characteristics that an organization could be easily assess within a whole population. Thus, any energy organization could easily understand, replicate, and further develop the model since it was both easy for humans to read and encodable computationally. This way organizations could both use and refine it for their purposes.
This is a quick overview of my master’s practicum project. For more details on what modeling I did, how I did it, what results it produced, and how it fit within the wider needs of the multi-year research project, please see my full report.
I really appreciated the opportunity it posed to get my hands dirty integrating ethnography and data science to help address a real-world problem. This summary only scratches the surface of what Indicia did with the Californian Energy Commission to encourage sustainable energy usage societally. Hopefully, though, it will inspire you to integrate ethnography and data science to address whatever complex questions you face. It certainly did for me.
Thank you to Susan Mazur-Stommen and Haley Gilbert for your help in organizing and completing the project. I would like to thank my professorial committee at the University of Memphis – Dr. Keri Brondo, Dr. Ted Maclin, Dr. Deepak Venugopal, and Dr. Katherine Hicks – for their academic support as well.
In the spring of 2018, I researched how anthropologists and related social scholars have analyzed data science and machine learning for my Master’s in Anthropology at the University of Memphis. For the project, I assessed the anthropological literature on data science and machine learning to date and explore potential connections between anthropology and data science, based on my perspective as a data scientist and anthropologist. Here is my final report.
Thank you, Dr. Ted Maclin, for your help overseeing and assisting this project.
This is a presentation I gave at the 2018 Annual Conference of the American Society for Cybernetics. I won the Heinz von Foerster Award for the innovative research.
I hope you enjoy.
On May 21st, Astrid Countee and I presented at the 2021 Response-ability Conference. We discussed strategies for leveraging data science and anthropology in the tech sector to help address societal issues. The Response-ability’s overall goal was to explore how anthropologists and software specialists in the tech sector to understand and tackle social issues.
Here is an abstract for Astrid’s and my talk:
In the coming months, Response-ability plans to publish our presentation, so if you are interested in watching it, please stay tuned until then. When they make the videos accessible, they should post them here: https://response-ability.tech/2021-summit-videos/.
I appreciated the whole experience. Thank you to everyone who helped make the conference happen, and Astrid for doing this talk with me.
This is my practicum report with Indicia Consulting. In lieu of a master’s thesis, the University of Memphis Department of Anthropology required that we master’s students conduct a practicum project. For this, we had to partner with an organization and complete a 300+ hour anthropological research project based on the organization’s needs and our skills and interests. My practicum project was Indicia’s EPIC Project with the California Energy Commission (see this link and this link for more details on the EPIC Project). In this report, I outline potential ways to integrate ethnographic/anthropological and data science research in professional settings.
In November 2019, the American Anthropological Association’s Committee for the Anthropology of Science, Technology, and Computing (CASTAC) awarded me the David Hakken Graduate Student Prize for innovative science and technology scholarship.
Full Report:
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The Anthropology Department also required that you publicly present your practicum research to the University of Memphis campus. This PowerPoint summarizes my practicum project. If you are not keen to read the 99 page full report, this is a much shorter alternative:
If you are interested in learning more about the project, please check out the following:
The following is a presentation I gave at the Society for Applied Anthropology’s 2018 annual conference in Philadelphia, PA. In it, I describe how I think anthropologists should understand, analyze, and relate to machine learning and data science.
Below is a talk I gave at the 2019 Memphis Data conference, organized by the University of Memphis to discuss data science research in the Memphian community. In this presentation, I summarize a project I did with Indicia Consulting that integrated data science and ethnography.
Check out these articles for a more detailed description of the projects: a short project summary, my master’s thesis about the project, and Indicia’s full report.
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