Ethnography

A powerful research approach which can lead to breakthrough moments in design.

Ethnography allows you to explore the messy and often irrational reality of your customers. It’s particularly powerful in driving innovation because it identifies unspoken requirements and problems – often ones that users themselves aren’t aware of.
 

Method

We will design a study for you with the right combination of techniques:

• Shadowing: Spend time with target customers to gain a detailed understanding of their behaviours and motivations.
• Diary studies: Gain insight over a period of time by asking people to keep a diary or a photo record. For example: How often during a week do people typically use the web browser on their smart phones, and what situations drive that usage?
• Activity sessions: Ask users to explore their habits and decisions using games, sketching, interviewing and web surfing in the lab. The activities help users to recreate their actual experiences even though they are out of their everyday environment.

Analysis

Looking for patterns in the ethnographic data is quite a challenge. We use an immersive approach, populating project rooms with notes, photos and diagrams. Making all the information visible like this allows the team to make connections they might otherwise miss - and gives you access to the world of your customers.

We have published ethnographic studies in Financial Services, Utilities and Travel - our Online Shopping Surveys. We also conduct private projects for clients across a wide range of industries and product categories.

Give your digital thinking a shot in the arm with ethnography, get in touch.