Ethnography
A holistic look at your users
Ethnography is an important part of user research and studies users in their own natural environment, in order to understand what makes them tick.
The outputs from our ethnographic studies deliver illuminating observations of natural behaviour that are integral to implementing a successful customer experience.
Deliverables from ethnography
Ethnography studies are key to unearthing details and intricacies of work or play. We use these to then work out parameters, criteria, features or process flows for designs or redesigns that you couldn't dream up in a studio. Our deliverables include:
- A diverse collection of qualitative insights gathered through observation and containing no bias from participants
- Recommendations for your customer experience strategy and design based upon natural customer behaviours and underlying needs
Success stories
Our work consistently helps our clients meet and exceed their targets. Some of our success stories include:
- 36% increase in made-to-order online revenues for Laura Ashley
- 50% reduction in mobile homepage drop-offs for Macmillan Cancer Support
- 44% conversion improvement and a 168% uplift in leads for Propertywide
- 80% increase in hotel 'look-to-book' conversions for Thomson
Our methodology
Ethnographic studies require a high level of skill to plan and run. Our research moderators don't interfere or alter the natural settings of participants' interactions with your digital products. We're experts in this field so can guarantee accurate results. The key stages we go through for conducting ethnography include:
- We develop an appropriate approach to the field-based research, to deliver the data required. We then identify the correct target audience to recruit and source appropriate participants.
- We run the ethnography study, which can include home visits, call centre listening or shadowing work or life activities. Each session usually lasts longer than traditional in-depth studies or lighter observational research.
- Our ethnography work to date has involved us being there for meetings, understanding details of organisational or social structures and hierarchies, analysing interactions with customers and colleagues, coffee table interactions, viewing systems that have to be used and even looking at the pile of paperwork collected in a day.
The big picture
Understanding your customers with the level of detail that ethnography provides ensures your customer experience strategy and digital platform designs are truly aligned with customer behaviour and business expectations.
Contact us
Get in touch with us on 020 7423 6320 or e-mail hello at webcredible.co.uk to discuss your ethnography needs and requirements.
Hotels.com
Macmillan
Hitachi Capital
