Prática de Shadowing: Ethnography in Business | IELTS LISTENING TEST | SECTION-4 - Aprenda a falar inglês com vídeo
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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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Vocabulário e dicas de fala para esta lição
Esta aula de conversação de nível C1 usa o vídeo “Ethnography in Business”. As palavras que mais se repetem: researcher, participant, ethnographic, ethnography, type. Este vídeo tem 58 frases e 899 palavras para praticar shadowing. A fala dura 7:38. O falante mantém um ritmo estável de cerca de 118 palavras por minuto, confortável para o shadowing. 84% das palavras estão entre as 3.000 mais comuns do inglês; vale a pena estudar o restante antes de começar.
Vocabulário principal deste vídeo
As 15 palavras mais avançadas do vídeo, com pronúncia e significado:
| Palavra | Pronúncia | Significado |
|---|---|---|
| researcher substantivo | /ˈɹiˌsɝ.t͡ʃɚ/ | pesquisador, pesquisadora |
| participant substantivo | /pɑːɹˈtɪsəpənt/ | participante |
| ethnographic adjetivo | etnográfico | |
| ethnography substantivo | /ɛθˈnɑɡɹəfi/ | etnografia |
| criterion substantivo | /kɹaɪˈtɪɹ.i.ən/ | critério |
| airline substantivo | /ˈɛɹˌlaɪn/ | linha aérea, companhia aérea |
| observe verbo | /əbˈzɜːv/ | seguir, acompanhar |
| compel verbo | /kəmˈpɛl/ | forçar, obrigar |
| discern verbo | /dɪˈzɝn/ | perceber |
| questionnaire substantivo | /ˌk(w)ɛstʃəˈnɛə/ | questionário |
| spreadsheet substantivo | /ˈspɹɛd.ʃit/ | planilha, folha de cálculo |
| transcribe verbo | /trænˈskɹaɪb/ | transcrever |
| cellar substantivo | /ˈsɛləɹ/ | cave, porão |
| anthropology substantivo | /ˌænθɹəˈpɑləd͡ʒi/ | antropologia |
| sociology substantivo | /ˌsoʊsiˈɑləd͡ʒi/ | sociologia |
Phrasal verbs que você vai ouvir
| Palavra | Significado |
|---|---|
| come up with verbo | pensar (em), alcançar |
| think up verbo | imaginar |
Gramática neste vídeo
As estruturas que o falante mais usa, com as palavras exatas do vídeo:
| Estrutura | No vídeo |
|---|---|
| Voz passiva be + particípio passado — o foco está no que acontece, não em quem faz | was developed · been carried · were observed |
| Present perfect have/has + particípio passado — uma ação passada que ainda importa agora | it's also been · has also been carried · hasn't thought |
| Orações relativas who / which + oração — informação extra sobre uma pessoa ou coisa | people who didn · people who all |
Pronúncia para ficar de olho
O falante usa 13 contrações e formas reduzidas, como didn't, can't, couldn't. Diga-as na forma curta, do jeito que você ouve.
- Os sons de “th”: ethnography /ɛθˈnɑɡɹəfi/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, hypothesis /haɪˈpɒθɪsɪs/
- Os sons de “sh” e “zh”: spreadsheet /ˈspɹɛd.ʃit/, sensational /sɛnˈseɪʃənəl/
- Palavras longas — acerte a sílaba tônica: participant /pɑːɹˈtɪsəpənt/, ethnography /ɛθˈnɑɡɹəfi/, criterion /kɹaɪˈtɪɹ.i.ən/, sensational /sɛnˈseɪʃənəl/, anthropology /ˌænθɹəˈpɑləd͡ʒi/
Sons difíceis para falantes de português:
- Consoante final — sem acrescentar um “i” depois: participant /pɑːɹˈtɪsəpənt/, respondent /ɹɪˈspɑn.dənt/, spreadsheet /ˈspɹɛd.ʃit/, transcribe /trænˈskɹaɪb/, bracket /ˈbɹækɪt/
- /l/ final — a língua toca o céu da boca, não vira “u”: compel /kəmˈpɛl/, sensational /sɛnˈseɪʃənəl/, portable /ˈpɔɹtəbəl/
- /h/ — um sopro suave, diferente do “r”: hypothesis /haɪˈpɒθɪsɪs/, likelihood /ˈlaɪklihʊd/
Como praticar com este vídeo
- Ouça o vídeo inteiro uma vez sem falar e anote as palavras que você não conhece.
- Faça shadowing frase por frase na velocidade normal, repetindo cada uma até o seu ritmo ficar igual ao do falante.
- Grave a sua voz e compare com o original, prestando atenção a palavras como researcher, participant, ethnographic.
O que é a Técnica de Shadowing?
Shadowing é uma técnica de aprendizado de idiomas com base científica, originalmente desenvolvida para o treinamento de intérpretes profissionais. O método é simples, mas poderoso: você ouve áudio em inglês nativo e repete imediatamente em voz alta — como uma sombra seguindo o falante com 1-2 segundos de atraso. Pesquisas mostram melhora significativa na precisão da pronúncia, entonação, ritmo, sons conectados, compreensão auditiva e fluência na fala.