Ethnographic research

Our ethnographers can spend time with target customers in their own environments – doing interviews, taking pictures, or just hanging out with them to start understanding the complexity of their behaviour.

To improve the Pam Golding intranet we started with an ethnographic study at different estate agents’ offices, to understand how they work and what their frustrations were with the intranet. For MXit, we have observed users interacting with the service in different contexts. For Google, we did a diary study with more than 30 people in Zulu, Afrikaans and English, to understand how language influenced their information needs.