Method
Ethnography
Uncovering lived experiences, we will use Ethnography to observe and analyze how customers think, feel, and behave in real-world contexts, revealing insights that drive meaningful design.
- Standard research often misses the nuances of human behavior, leaving gaps in understanding user needs. Ethnography immerses teams in users’ environments to capture the subtle details that shape decisions and actions.
- By observing habits, routines, and interactions, this method reveals unspoken needs, emotional drivers, and cultural influences that surveys and interviews may overlook.
- Ethnography provides rich, contextual insights, enabling teams to design products and services that reflect the realities of users’ lives.
- It builds empathy by connecting directly with customers, uncovering moments of friction, opportunity, and delight.
- Findings from Ethnography inform design strategies, inspire innovation, and ensure solutions resonate deeply with user expectations and behaviors.
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