Ethnographic research: Observation in the field or at home | eye square
Eye square international full service market brand shopper and usability research company with focus on implicit research methods
motion analysis, usage analysis, daily diary studies, usage patterns, motivational patterns
18699
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ETHNOGRAPHIC RESEARCH

Observation in the field or at home

Gain valuable insights into the everyday use of your product by consumers and get ideas for future product development. Ethnographic research follows the user over time and shows every contact with your product. Additionally it generates a daily diary of deep insights of usage patterns and motivational patterns.

Motion analysis, usage analysis or daily diary studies

Floor-Heatmap

Motion analysis

It all began with cameras that we mounted onto bicycle helmets. The subject then wore it and we followed behind with a laptop and battery in a shopping cart. That was truly innovative work! Today we are lucky to have very different methods available.

qode interactive strata

Usage analysis

For usage analysis, a video camera is installed in the household and the subjects are asked to record any product contact and to keep a daily dairy. Qualitative interviews held before and after the test period complete the behavioral monitoring.

Research questions:

  • Which everyday usage pattern does your target group show?
  • In which situation is your product used, and when are others used e.g. competitors products?
  • What barriers and obstacles arise during their use?
  • How does real use and user statements (e.g. Daily diary) relate to each other?
  • Where is there potential for improvement or what are new product developments which would increase the everyday joy-of-use?
qode interactive strata

Diary studies

For usage analysis, a video camera is installed in the household and the subjects are asked to record any product contact and to keep a daily diary. Qualitative interviews held before and after the test period complete the behavioral monitoring.

Research questions:

  • Which everyday usage pattern does your target group show?
  • In which situation is your product used, and when are others used e.g. competitors products?
  • What barriers and obstacles arise during their use?
  • How does real use and user statements (e.g. Daily diary) relate to each other?
  • Where is there potential for improvement or what are new product developments which would increase the everyday joy-of-use?

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