Pratica di Shadowing: Ethnography in Business | IELTS LISTENING TEST | SECTION-4 - Impara a parlare inglese con i 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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Vocabolario e note di pronuncia per questa lezione
Questa lezione di conversazione di livello C1 si basa sul video “Ethnography in Business”. Le parole che ritornano più spesso: researcher, participant, ethnographic, ethnography, type. Questo video contiene 58 frasi e 899 parole da ripetere con lo shadowing. Il parlato dura 7:38. Chi parla mantiene un ritmo costante di circa 118 parole al minuto, comodo per lo shadowing. Il 84% delle parole rientra nelle 3.000 più comuni dell’inglese; conviene studiare le altre prima di iniziare.
Vocaboli chiave di questo video
Le 15 parole più avanzate del video, con pronuncia e significato:
| Parola | Pronuncia | Significato |
|---|---|---|
| researcher sostantivo | /ˈɹiˌsɝ.t͡ʃɚ/ | ricercatore, ricercatrice |
| participant sostantivo | /pɑːɹˈtɪsəpənt/ | partecipante, che partecipa |
| ethnographic aggettivo | etnografico | |
| ethnography sostantivo | /ɛθˈnɑɡɹəfi/ | etnografia |
| criterion sostantivo | /kɹaɪˈtɪɹ.i.ən/ | criterio |
| airline sostantivo | /ˈɛɹˌlaɪn/ | linea aerea, compagnia aerea |
| observe verbo | /əbˈzɜːv/ | osservare |
| compel verbo | /kəmˈpɛl/ | forzare, costringere |
| discern verbo | /dɪˈzɝn/ | percepire |
| questionnaire sostantivo | /ˌk(w)ɛstʃəˈnɛə/ | questionario |
| respondent sostantivo | /ɹɪˈspɑn.dənt/ | rispondente |
| spreadsheet sostantivo | /ˈspɹɛd.ʃit/ | foglio di calcolo |
| transcribe verbo | /trænˈskɹaɪb/ | trascrivere |
| cellar sostantivo | /ˈsɛləɹ/ | cantina, scantinato |
| anthropology sostantivo | /ˌænθɹəˈpɑləd͡ʒi/ | antropologia |
I phrasal verb che sentirai
| Parola | Significato |
|---|---|
| come up with verbo | ideare, escogitare |
| open up verbo | aprire |
| think up verbo | ideare, inventare |
La grammatica di questo video
Le strutture che chi parla usa di più, con le parole esatte del video:
| Struttura | Nel video |
|---|---|
| Forma passiva be + participio passato — conta ciò che accade, non chi lo fa | was developed · been carried · were observed |
| Present perfect have/has + participio passato — un’azione passata che conta ancora adesso | it's also been · has also been carried · hasn't thought |
| Frasi relative who / which + frase — un’informazione in più su una persona o una cosa | people who didn · people who all |
Pronuncia a cui fare attenzione
Chi parla usa 13 contrazioni e forme ridotte, come didn't, can't, couldn't. Pronunciale nella forma breve, così come le senti.
- I suoni “th”: ethnography /ɛθˈnɑɡɹəfi/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, hypothesis /haɪˈpɒθɪsɪs/
- I suoni “sh” e “zh”: spreadsheet /ˈspɹɛd.ʃit/, sensational /sɛnˈseɪʃənəl/
- Parole lunghe — attenzione all’accento: participant /pɑːɹˈtɪsəpənt/, ethnography /ɛθˈnɑɡɹəfi/, criterion /kɹaɪˈtɪɹ.i.ən/, sensational /sɛnˈseɪʃənəl/, anthropology /ˌænθɹəˈpɑləd͡ʒi/
I suoni difficili per chi parla italiano:
- /h/ — va soffiata, non è muta: hypothesis /haɪˈpɒθɪsɪs/, likelihood /ˈlaɪklihʊd/
- Consonante finale — senza aggiungere una vocale dopo: participant /pɑːɹˈtɪsəpənt/, observe /əbˈzɜːv/, respondent /ɹɪˈspɑn.dənt/, spreadsheet /ˈspɹɛd.ʃit/, transcribe /trænˈskɹaɪb/
- /æ/ — più aperta della “e”: transcribe /trænˈskɹaɪb/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, bracket /ˈbɹækɪt/, tablet /ˈtæblət/
Come esercitarsi con questo video
- Ascolta tutto il video una volta senza parlare e annota le parole che non conosci.
- Fai shadowing frase per frase a velocità normale, ripetendo ognuna finché il tuo ritmo coincide con quello di chi parla.
- Registrati e confronta con l’originale, facendo attenzione a parole come researcher, participant, ethnographic.
Cos'è la tecnica dello Shadowing?
Shadowing è una tecnica di apprendimento delle lingue supportata da studi scientifici, originariamente sviluppata per la formazione dei traduttori professionisti e resa popolare dal poliglotta Dr. Alexander Arguelles. Il metodo è semplice ma potente: ascolti un audio in inglese di madrelingua e lo ripeti immediatamente ad alta voce — come un'ombra che segue il parlante con un ritardo di solo 1–2 secondi. A differenza dell'ascolto passivo o degli esercizi di grammatica, lo shadowing costringe il tuo cervello e i muscoli della bocca a elaborare e riprodurre simultaneamente i modelli di discorso reale. La ricerca dimostra che migliora significativamente la precisione della pronuncia, l'intonazione, il ritmo, il discorso connesso, la comprensione dell'ascolto e la fluidità del parlato — rendendolo uno dei metodi più efficaci per la preparazione alla prova di speaking dell'IELTS e per la comunicazione reale in inglese.