Ethnography

Ethnography involves the study of human recognition, behavioral selection and behavioral transformation.
We apply ethnography to the lifestyles of users. We directly observe user behavior and extract their insights.
We can get hints on how to improve products to meet user needs and wants.

Ethnography research is built up through step-to-step process

1. User behavior observation research
2. Deep interview to extract mentality and intuition
3. Derivation of implicit/explicit user needs and insights

Ethnography Projects

• Train user navigation research
• In-vehicle information interaction research
• Short movie viewer research
• Baseball fan research
• Hot spring visitor research
• Hair shampoo usage research
• Toiletries usage research
• Pharmaceutical usage research