Ethnography

Reveal the hidden complexities of everyday life.

With ethnography, you can learn how products are made meaningful by people and how they are incorporated into daily processes and routines.  Ethnography reveals important gaps between what people do and what they say they do, and between the intended and actual use of products.

UX Nuggets Blog: The Underutilization of Ethnography in User Experience Research

UX Nuggets Blog: Creating Realism for More Fruitful User Interviews

Results can help you to:

• Understand how people actually use products, not how they say they use them
• Discover the types of people that use your products
• See how people incorporate products into their lives, in expected and unexpected ways
• Bring real-world experience into the product development lifecycle

User Centric's Experience with Ethnographic Research:

• Observing how medical devices are used in people’s homes and medical centers
• Visiting contact centers and fast food restaurants to improve efficiency
• Riding with cable repair technicians, to see how they interact with a new application

Ethnographic research conducted by User Centric has lead to products, devices, and applications being easier to use, more efficient, and safer.