Just Enough Research by Erika Hall

Hall advocates the use of "design ethnography"—what is that, and how does one do it? What specific user research methods does she suggest?

It is a study to understand the mental model, activities, habits and social relation for a targeted group of people. The study enables us to know a particular cultural group who are observed going about their ordinary activities in their habitual environment. The information can be used differently, from making their life better by making a product to just gathering information. The study here specifically helps in designing as this helps us to know how people actually wants to interact?, what makes them feel more comfortable and easy to use? how they usually use it? what exactly is a common need that needs to be enhanced? and many other observations through ethnography. This is the most important part doing user research. 

Erika Hall states four D’s of design technology. She suggests these methods for more successful user research.

First one is Deep drive, here i would like to state a word from “Design thinking”, empathy.

Deep drive here means same as empathy, it suggests us to understand the situation of the targeted people. “ Walk in their shoes, live in their skins, see through their eyes.” This would not only allow a better user research but also allow an in depth knowledge about their lives and what they really expect.

Second one suggests to get into their daily life schedule and watch them when they enter creepy situations where it is difficult for a person to be normal and relaxed. This will give you a better understanding for the subject and the way their behaviors fluctuates with respect to the situations they fall in.

“The most interesting insights will come when you keep your eyes open and go of script.”

The third one is data analysis, this is a important step to work over. Once you are done with collection of data, sit down try to connect the dots and see how better have understood your subject. The analysis will surely take your understanding to new level. Take your time in analyzing each data.

This step takes the product down to real world and gives you a chance to test its abilities You should remember that you are designing the product for the targeted people not for yourself and only the targeted people can better tell you about the final product assuming that you are not one of the targeted person for the product. 

What is a "user persona" and why are they useful? What sort of danger might a user persona create, and how could you mitigate that danger?

A persona is a fictional user archetype, it is completely user centered and explains the a prototype of what user want. It is in other words is a imaginary model you develop after data analysis. This could be connected to the last method for enhancing design technology. Creating a user persona helps designer and developers to make their product in every aspect. It certainly helps creating a empathetic mind set rather a specific point of view from one person. 

The literal meaning of persona is “the aspect of someone's character that is presented to or perceived by others.”

The persona description should have just enough detail to showcase the perfect example of a target user and what important aspects designers should keep in mind. It should not be very lengthy with all the marks but should be as short as possible with all important difference that makes a difference on the product and some how helps the developer. The persona should  as small as possible, while representing all plausible behavior patterns.

"Design targets are not marketing targets" - Erika Hall

This statement clearly explains that people who may be highly valuable to your business may not be so valuable for your user persona and design.  
The persona should be created after relating this to many real targeted people, more the data has been collected better the persona will be.

It is important to understand that once you’ve created a set of personas, you can reuse them over time, even for different products and make most of the use out f them as data gathering takes a lot of time and work. 

I want to quote this sedately that a persona should be User Centered only.