“It’s not the customer’s job to know what they want.”
Steve Jobs
Design is an exercise in empathy. For designs to work you must first understand the people for whom you’re designing.
User Interviews
Following a semi-structured plan, we ask questions that probe a single person’s thoughts and feelings in order to evoke stories. Interviews can be conducted without the presence of products and services, or after experiencing them.
- Are empathy tools that reveal feelings, emotions, and the reasons behind them
- Provide in-depth understanding of values, perceptions, and experiences
- Allow asking specific questions, but probing and exploring as the answers lead
- Allow the exploration of ideas in early stages of development, and can be used to inform future research
- Allows users and customers to speak their mind, and allows them to give long answers that elucidate their ideas and feelings
Focus Groups
A group activity facilitated by our researchers, eliciting participants’ ideas about a certain novel topic, product, or service.
- Capture feelings and attitudes where questionnaires and surveys cannot
- Are very useful to test launching something new to understand how market will react
- Gather more information in a shorter period of time from a number of people and provide insights to inform further research
- Provide insights into complicated topics when the topic is multi-faceted or where attitudes are conditional or non-binary
Surveys
A fully structured question/answer format that can be conducted over several media (social media, emails, physical paper), where people are given a set of questions, usually with close-ended questions.
- Are quick and inexpensive
- Give quantitative results and provide statistical signals
- Help in observing trends since answers are chosen from a finite set of options, and therefore can be tabulated
- Can be used for ongoing monitoring providing the pulse on a topic
- Can be used to support other qualitative methods
See Our Research Work
Research is step one. What is your step two?
