Ethnographic research is the most in-depth observational method that studies people in their naturally occurring environment. This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, one experiences the natural settings first hand.
Through ethnography, we reveal the hidden complexities of everyday life. We show our clients how products are made meaningful, and how they are incorporated into daily processes and routines.
We accompany and observe people at home, at work, in the car or at the supermarket, to gain the most authentic impression possible of the user experience.
