The approach we use to research and analysis helps project teams to participate and observe everyday life of real people, capturing the experiences of people as and when they occur, which leads to the creation of new insights and understanding. Research is carried out in the social context of participants’ lives, for example, in their homes, places of work, where they shop and places where they socialise.  Here are some examples of environments we immerse ourselves in as part of the research.

We have a ‘toolkit’ from which we can select a combination of ‘research tools’ which enable project teams to gather data rapidly to help find solutions and identify new opportunities.

The approach is collaborative and we share our knowledge and the processes of carrying out research and analysis with the client. The approach is also scalable and allows modules of ‘rapid’ research to be carried out.  Here are some of the benefits of using ethnography as a research tool.

Some of the research tools include:

• Deep dive discovery and generative research
• Diary & camera studies
• Depth interviews in context (with a range of people including expert / lead users)
• Home and workplace tours
• Cultural media sweeps
• Ethnography
• Stakeholder engagement
• Demographic trends
• Cultural trends
• Literature reviews
• Social network mapping

Some of the analysis techniques include:

• Identifying trends and patterns
• Identifying users’ needs
• Providing insights
• Creating user profiles
• Uncovering problem areas
• Developing personas
• Scenario planning
• Storytelling
• Customer journey mapping
• Concept generation
• Prototyping
• Evaluating prototypes