If it is determined that an ethnographic research study would benefit your product’s development, we can help tailor a discussion protocol that will be used to guide the sessions with users, ensuring the study runs smoothly and all valuable feedback is gathered. This typically includes metrics to capture both quantitative and qualitative data, both of which are necessary to understand not only what is happening, but also why. We can also assist with selecting and scheduling representative test participants. When it comes time to conduct the research, we use a cross-functional, two-person team. We collect notes, photos, videos, and data, all of which will be organized into a final report containing a summary of the key findings and conclusions. We will also provide tangible recommendations on how the results of the study should affect your product’s development moving forward.

There are several reasons why ethnographic research studies are well-worth the effort. They can help uncover previously undocumented pain points or reveal opportunities for improvements to give your device the competitive edge it needs in the market. It helps your design team envision your product at work in its normal environment, giving them the ability to see things from the end user’s perspective and helping your team recognize your users as the diverse individuals that they are instead of a single homogenous group.