you're not looking for it, you won’t find it
Stating the study objective on a higher level
improves scope and depth of answers – to ask what an object
means to people in addition to what it does for people.
This illuminates the interplay of people, product
and brand as users experience it – a vantage point which is often
left unexplored, yet essential to formulate an effective strategy.
Users are experts concerning the every day
use of a product, but they are not used to put this knowledge into
We therefore use
a mixture of factual and intuitive evidence collection
methods to enable the user to adequately communicate his perspective.
The methods we most commonly employ are:
literature review: publications
and academic studies | relevant trends | competitive
one-on-one: interviews | people
clips | video-observation |
self observation: user diary | probes | photo
survey | collage |
workshops: participatory design | focusgroups | expert