ETHNO
GRAPHY
There's no better way to gain insights about people than by immersing yourself among them. We humans are complex creatures, and we're prone to thinking we behave differently than we actually do. Having completed ethnographic research around the world has taught me you don't need to understand a word for people to offer you valuable insights.
There are many tools I can leverage to create an ethnographic research approach
Moment-to-moment visuals and journey tracking paired with user sentiment add depth and texture to ethnographic research
A clear guide to ethnograpic approach and findings is crucial for meaningful results
Digital tools safe time and simplify the data collection process
Multiple sites help to compare the success of one prototype against another