Ethnography

Ethnography provides an extremely rich understanding of your audience's behaviour. This rich data helps to uncover hidden requirements that may be harder to identify with other methods.

For example it may reveal that users rely extensively on supporting paper documentation when using a website; perhaps they require significant interaction with other people while using the site; they may even use several websites in parallel. By understanding how your users behave, your website or product can be tailored to support this behaviour and provide a positive and seamless user experience.

The process used for an ethnographic study will always be tailored to the website or product being assessed.

Our bespoke approach can include fly-on-the-wall observation, home visits, job shadowing and diary creation. This provides an in-depth understanding of the complete experience of using a particular website or product.

You should consider ethnography if:

• You have only limited information about your audience and need to better understand their needs and motivations.
• You are at the start of a project and want to accurately target your website.
• You need to understand why your product or website is not being used as anticipated.

We'd love to hear from you

We are proud to have some of the greatest UX thinkers in our team and we would love to help you. To learn more about us and how we can help you please contact us.