Learning about your customers and their needs is the key to successful innovation. Ethnographic research is carried out in a customer’s natural environment such as their home, work, shopping center, office, bank, etc. It allows you to understand human behavior, motivation, thoughts, feelings and cultural factors which influence the decisions your customers make.
EFFECTS:
- user-friendly design,
- seeing beyond the declarations, learning what people really think, do and feel,
- gaining the deepest knowledge about your customers’ behavior and needs,
- discovering simple solutions which you would never have thought of.
