Ethnography is a design research technique based on studying people's behavior in everyday situations (such as in their home or office), rather than under controlled conditions (such as a conference room in a focus group testing center). Ethnography focuses on observing the subjects in their environments, instead of on questionnaires or set lists of topics. This approach allows you to uncover the true attitudes and behaviors of users, as opposed to merely gathering statistics.
The goal of this research method is to be able to step into the consumer's shoes when designing the product that fits their needs. The understanding of the users helps us make the appropriate design decisions for your product.
At Product QuickStart, we employ several different methods of market research in our process to ensure the right product is developed, and that the features and benefits of the product meet the needs of the market.