Ethnographic studies are typically used for the following purposes:
Try to imagine for a second that your company wants to introduce a mobile payment solution in a region where such technologies are not yet widespread. Instead of blindly launching, you engage in ethnographic research.
Observing users in their natural setting, you find that while they are hesitant about online transactions, they frequently use local 'trusted shops' for bill payments.
Leveraging this insight, you collaborate with these local shops as 'trust points' for your service. This unique approach dramatically improves user adoption, as they now see your solution as an extension of a system they already trust.
When we work with you:
We understand the importance of user research in building successful products.
By mastering multiple research techniques, we guide you answering key strategic questions: Who are my target users and what do they need? What are my users' expectations from the product? How can we best fulfill these user requirements? What should I improve of my product and how?