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Ethnographic Study
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Ethnography is a way of understanding the basic behavior, particulars of daily life,
and framework of consumers. This helps in increasing the probability of success
or, more appropriately, in reducing the probability of failure of a new product
or service.
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Cross Culture Research
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Many products and services need to be redesigned for new markets to fulfill their cultural, technological, attitudinal requirement. Contextual inquiry is a method of studying users in their environment in the context of using the product/ service, and finding how to innovate the product/service to better suit the user’s need. Contextual inquiry involves collecting detailed information about user work practice by observing and interviewing the user while they actually work.
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Market Study
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Market research is conducted to gain market information - demand/supply situation, product prices, market trends- the upward or downward movements of a market, market segmentation- the division of the market in sub-groups according to their gender, personality, technological awareness etc. and finally competitor analysis -to know the strengths and weaknesses of current competitive product/services.
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Persona Creation
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User personas are fictional characters representing a set of user profiles from the target group. These personas when put in different scenarios help us to understand tasks from a user’s perspective. We can understand the limitations in the product through interruptions in task flow.
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