Shadowing Practice: Ethnography in Business | IELTS LISTENING TEST | SECTION-4 - Learn English Speaking with Video
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You will hear part of a lecture to business students about the use of one particular type of research known as ethnography.
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First, you have some time to look at questions 31 to 40.
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Thank you.
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Thank you.
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Now listen carefully and answer questions 31 to 40.
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So, what I'm going to talk about to you today is something called ethnography.
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This is a type of research aimed at exploring the way human cultures work.
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It was first developed for use in anthropology, and it's also been used in sociology and communication studies.
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So, what's it got to do with business, you may ask?
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Well, businesses are finding that ethnography can offer them deeper insight into the possible needs of customers,
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either present or future, as well as providing valuable information about their attitudes towards existing products.
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And ethnography can also help companies to design new products or services
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that customers really want let's look at some examples of how
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ethnographic research works in business one team of researchers did a
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project for a company manufacturing kitchen equipment they watched how cooks used measuring cups to measure out things like sugar
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and flour they saw that the cooks had to check
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and recheck the contents because although the measuring cups had numbers inside them, the cooks couldn't see these easily.
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So, a new design of cup was developed to overcome this problem, and it was a top seller.
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Another team of ethnographic researchers looked at how cell phones were used in Uganda, in Africa.
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They found that people who didn't have their own phones could pay to use the phones of local entrepreneurs.
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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.
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So, the phone company designed phones for use globally with this added feature.
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Ethnographic research has also been carried out in computer companies.
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In one company, IT systems administrators were observed for several weeks.
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It was found that a large amount of their work involved communicating with colleagues in order to solve problems,
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but that they didn't have a standard way of exchanging information from spreadsheets and so on.
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So, the team came up with an idea for software that would help them to do this.
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In another piece of research, a team observed and talked to nurses working in hospitals.
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This led to the recognition that the nurses needed to access the computer records of their patients no matter where they were.
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This led to the development of a portable computer tablet that allowed the nurses to check records in locations throughout the hospital.
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Occasionally, research can be done even in environments where the researchers can't be present.
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For example, in one project done for an airline,
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respondents used their smartphones to record information during airline trips, in a study aiming at tracking the emotions of passengers during a flight.
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So, what makes studies like these different from ordinary research?
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Let's look at some of the general principles behind ethnographic research in business.
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First of all, the researcher has to be completely open-minded.
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He or she hasn't thought up a hypothesis to be tested, as is the case in other types of research.
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Instead, they wait for the participants in the research to inform them.
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As far as choosing the participants themselves is concerned, that's not really all that different from ordinary research.
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The criteria according to which the participants are chosen may be something as simple as the age bracket they fall into,
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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.
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But it's absolutely crucial to recruit the right people as participants.
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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.
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Actually, most researchers say that people open up pretty easily, maybe because they're often in their own home or workplace.
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So, what makes this type of research special is that it's not just a matter of sending a questionnaire to the participants.
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Instead, the research is usually based on first-hand observation of what they are doing at the time.
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But that doesn't mean that the researcher never talks to the participants.
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However, unlike in traditional research,
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in this case, it's the participant rather than the researchers who decides what direction the interview will follow.
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This means that there's less likelihood of the researcher imposing his or her own ideas on the participant.
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But after they've said goodbye to their participants and got back to their office, the researcher's work isn't finished.
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Most researchers estimate that 70 to 80 percent of their time is spent not on the collecting of data,
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but on its analysis, looking at photos, listening to recordings and transcribing them, and so on.
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The researchers may end up with hundreds of pages of notes, and to determine what's significant, They don't focus on the sensational things or the unusual things.
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Instead, they try to identify a pattern of some sort in all this data and to discern the meaning behind it.
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This can result in some compelling insights that can, in turn, feed back to the whole design process.
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That is the end of Section 4.
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You now have half a minute to check your answers.
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Vocabulario y notas de pronunciación para esta lección
Esta lección de conversación de nivel C1 se basa en el vídeo “Ethnography in Business”. Las palabras que más se repiten: researcher, participant, ethnographic, ethnography, type. Este vídeo tiene 58 frases y 899 palabras para practicar shadowing. La parte hablada dura 7:38. El hablante mantiene un ritmo constante de unas 118 palabras por minuto, cómodo para el shadowing. El 84 % de las palabras está entre las 3.000 más comunes del inglés; conviene repasar el resto antes de empezar.
Vocabulario clave de este vídeo
Las 15 palabras más avanzadas del vídeo, con su pronunciación y significado:
| Palabra | Pronunciación | Significado |
|---|---|---|
| researcher sustantivo | /ˈɹiˌsɝ.t͡ʃɚ/ | investigador, investigadora |
| participant sustantivo | /pɑːɹˈtɪsəpənt/ | participante, partícipe |
| ethnographic adjetivo | etnográfico | |
| ethnography sustantivo | /ɛθˈnɑɡɹəfi/ | etnografía |
| criterion sustantivo | /kɹaɪˈtɪɹ.i.ən/ | criterio, criteriómetro (foundationless) |
| airline sustantivo | /ˈɛɹˌlaɪn/ | aerolínea, compañía aérea |
| observe verbo | /əbˈzɜːv/ | servar, observar |
| compel verbo | /kəmˈpɛl/ | compeler |
| discern verbo | /dɪˈzɝn/ | discernir, discerner |
| questionnaire sustantivo | /ˌk(w)ɛstʃəˈnɛə/ | cuestionario, encuesta |
| spreadsheet sustantivo | /ˈspɹɛd.ʃit/ | hoja de cálculo |
| transcribe verbo | /trænˈskɹaɪb/ | transcribir, desgrabar |
| sensational adjetivo | /sɛnˈseɪʃənəl/ | sensacional |
| cellar sustantivo | /ˈsɛləɹ/ | sótano, furnia |
| anthropology sustantivo | /ˌænθɹəˈpɑləd͡ʒi/ | antropología |
Phrasal verbs que vas a escuchar
| Palabra | Significado |
|---|---|
| come up with verbo | ingeniar, ingeniarse |
| get back to verbo | responder / contestar (en un rato), volver / tornar a contactar |
| think up verbo | ingeniar, discurrir |
Gramática en este vídeo
Las estructuras que más usa el hablante, con las palabras exactas del vídeo:
| Estructura | En el vídeo |
|---|---|
| Voz pasiva be + participio pasado — importa lo que ocurre, no quién lo hace | been used · was developed · were used |
| Present perfect have/has + participio pasado — una acción pasada que sigue importando ahora | it's also been · has also been carried · hasn't thought |
| Oraciones de relativo who / which + oración — información extra sobre una persona o cosa | people who didn · people who all |
Pronunciación a tener en cuenta
El hablante usa 13 contracciones y formas reducidas, como didn't, can't, couldn't. Dilas en su forma corta, tal como las oyes.
- Los sonidos de “th”: ethnography /ɛθˈnɑɡɹəfi/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, hypothesis /haɪˈpɒθɪsɪs/
- Los sonidos de “sh” y “zh”: spreadsheet /ˈspɹɛd.ʃit/, sensational /sɛnˈseɪʃənəl/
- Palabras largas — cuida el acento: participant /pɑːɹˈtɪsəpənt/, ethnography /ɛθˈnɑɡɹəfi/, criterion /kɹaɪˈtɪɹ.i.ən/, sensational /sɛnˈseɪʃənəl/, anthropology /ˌænθɹəˈpɑləd͡ʒi/
Sonidos difíciles para hispanohablantes:
- s + consonante al inicio — sin añadir una “e” delante: spreadsheet /ˈspɹɛd.ʃit/, smartphone /ˈsmɑɹtfoʊn/
- /z/ — sonora, no /s/: observe /əbˈzɜːv/, discern /dɪˈzɝn/
- /dʒ/ — no es la “y” ni la “ch”: anthropology /ˌænθɹəˈpɑləd͡ʒi/, sociology /ˌsoʊsiˈɑləd͡ʒi/
Cómo practicar con este vídeo
- Escucha el vídeo entero una vez sin hablar y anota las palabras que no conoces.
- Haz shadowing frase por frase a velocidad normal, repitiendo cada una hasta que tu ritmo coincida con el del hablante.
- Grábate y compara con el original, prestando atención a palabras como researcher, participant, ethnographic.
¿Qué es la Técnica de Shadowing?
Shadowing es una técnica de aprendizaje de idiomas respaldada por la ciencia, desarrollada originalmente para la formación de intérpretes profesionales y popularizada por el políglota Dr. Alexander Arguelles. El método es simple pero poderoso: escuchas audio en inglés nativo y lo repites en voz alta de inmediato, como una sombra que sigue al hablante con solo 1-2 segundos de retraso. A diferencia de la escucha pasiva o los ejercicios de gramática, el shadowing obliga a tu cerebro y músculos de la boca a procesar y reproducir simultáneamente patrones de habla reales. Las investigaciones muestran que mejora significativamente la precisión de la pronunciación, la entonación, el ritmo, el habla conectada, la comprensión auditiva y la fluidez al hablar, convirtiéndola en una de las metodologías más efectivas para la preparación del IELTS Speaking y la comunicación en inglés en el mundo real.