Ethnography

Our ethnographic techniques provide rich user insights that inspire and inform the design process.  Ethnography was born in the field of anthropology and involves the immersive study of other cultures.  We use similar, but more rapid techniques to learn about the functional and emotional needs of your users, customers or passengers, within their social and cultural context.
  
We achieve levels of user engagement that go beyond what is achievable through traditional market research techniques such as focus groups.  By engaging with people as they go about their everyday lives, doing their job or socialising, we are able to identify not only their explicit needs but also their tacit and latent needs—needs which they may not have articulated or even dreamed of.  

 

As a result, your design team gets to see ‘through the eyes’ of the target users.  This reduces project risk and provides rich user insights to inspire innovation and inform design decisions.