It allows our clients to get an in-depth view of their customers’ motivations and behaviours, putting them into the context of their day-to-day lives at home, in the work place or out and about.
Typically, cxpartners runs ethnographic studies over a period of days or weeks, but we also run light observational studies on location lasting just a day or two.
Fieldwork-based research
The ethnographic research we run for clients usually forms part of an investigation into the performance of their brand online. The approach cxpartners uses to conduct ethnographic research varies from project to project and may include:
Ethnography gives our clients a depth of research that isn’t easily achievable in task interviews or user testing sessions.
Observing users over a period of time enables us to understand the broad range of influences that affect a user’s decision making process. We can see first hand how they research, refine, iterate, discuss and ultimately make decisions.
It’s important to appreciate that learnings from field research directly affect online design decisions. For example, we can uncover:
Following fieldwork, cxpartners will write a detailed report on the behaviour witnessed during the study and highlight key behavioural trends and what they mean to your brand or website.
We’ll analyse the results from the research and provide you with recommendations for how your website can be developed or updated so it fits better with your audience’s models of behaviour.
We’ve seen how ethnographic research can give our clients a better understanding of who their audience is and through our analysis have discovered new ways to appeal to this group of users.
Using ethnography to improve user experienceEthnography is a research method that can be used to find out how to make your brand more appealing to your customers. This looks at how cxpartners use ethnography to provide insights in to customer journeys.
Communicating The User Experience is a wonderful new book by cxpartners' Richard Caddick and Steve Cable, available now.
We have put together a collection of essential Keynote, Omnigraffle and PowerPoint stencils in our Resources section for the UX professionals and enthusiasts out there