Understanding academics: a UX ethnographic research project at the University of York

In Spring 2016 the University of York launched a research project to better understand academic staff. Ambitiously titled ‘Understanding Academics’ the project centred around the use of specific ethnographic methodologies and in particular two UX techniques: cognitive mapping followed by semi-structured interviews. The use of UX methodologies put the academics at the centre of the interviews, focussing on what they wanted to talk about rather than working through a pre-determined set of questions. Following the interviews, a five-stage methodology for managing and analysing the research data was developed. Ultimately, the research has led to a number of key outcomes: a set of ‘quick wins’; a set of longer-term practical recommendations; an evidence-based synthesis which seeks to define and explain academic life and understand the key motivations, frustrations and aspirations for academics; and finally an analysis of the key themes from the interview data.