Our Research Methods
We have a deep affinity for qualitative research methodology and predominantly operate within the overarching paradigm of qualitative research (the big Q). However, we also integrate quantitative research and data analysis whenever applicable to broaden our insights and deepen our understanding.
In depth interviews
Deep investigation into user experiences, one-on-one interviews uncover valuable insights, revealing unmet needs and motivations.
Usability testing
Evaluate prototypes and final product through usability testing to refine design iteratively, ensuring seamless alignment with user expectations and delivering an intuitive end product.
Diary studies
Diary studies capture user behavior over time through journal entries, offering insight into evolving needs, habits, and pain points.
Contextual inquiry
Contextual inquiry involves observing user behavior in real-world settings, combining observation with thoughtful questioning to understand interactions with products/services for genuine insights.
Focus groups
Harness group dynamics. Focus groups foster open discussions, explore diverse perspectives, uncover collective opinions, and identify user behavior patterns. Ideal for brainstorming and idea generation.
Qualitative and quantitative surveys
Tailor research with qualitative and quantitative surveys. Qualitative gathers insights on opinions and experiences. Quantitative collects data for statistical trends. Dual-method for comprehensive user perspective.