Category: EthOS Blog

Introduction Ethnography is a cornerstone of qualitative research, particularly within the social sciences. This method allows researchers to dive deep into the cultural and social practices of different communities, providing a comprehensive understanding of their daily lives. Unlike other research methods that rely on surveys or experiments, ethnography involves immersive observation, where the researcher becomes […]

Introduction In the landscape of human behavior and decision-making, one phenomenon that persistently intrigues scholars, psychologists, and business leaders alike is the “Say-Do Gap.” This term refers to the discrepancy between what people say they will do and what they actually do. Understanding this gap is crucial for numerous fields, including marketing, management, and public […]

Introduction In recent years, the field of consumer research has witnessed a paradigm shift with the emergence of Transformative Consumer Research (TCR). Unlike traditional consumer research, which primarily focuses on understanding consumer behavior to drive sales and profit, TCR aims to enhance the well-being of individuals and society. It seeks to address pressing social issues, […]

Research methods, like in-depth interviews and focus groups, have long stood as foundational to gaining deep insights into human behaviors, motivations, and experiences. Traditional methods like these allow researchers to examine complex issues by engaging directly with people to uncover rich and detailed narratives that often go missing when simply interpreting numbers in a spreadsheet. […]

Digital Ethnography Meets Customer Experience Understanding consumers and their behavior is the key to cornering the digital market. Digital ethnography is a pivotal tool that gives businesses a lens to observe, analyze, and interpret how people engage and interact within digital landscapes. This method is enhanced from its traditional form as platforms like EthOS allow […]

Understanding Generative Research Generative research offers a gateway to the unarticulated needs and desires of customers. Unlike evaluative research, where researchers assess the usability and effectiveness of existing solutions, generative research seeks to uncover underlying motivations, behaviors, and contexts to shape user experience. Generative research is instrumental in identifying new areas of innovation, guiding product […]

In product development and user experience (UX), foundational research is the bedrock, providing crucial insights that drive innovation and ensure products resonate with the intended end user. Product testing is integral to this process—in lieu of rigorous studies in a sterile lab, products are introduced into the daily lives of their target users. This approach […]

Qualitative research, particularly diary studies, faces several challenges that impede the collection of rich, actionable insights. Qualitative challenges begin early in the research process with recruiting and retaining a diverse participant pool, ensuring consistent and quality sessions. Further, managing the extensive time required to recruit and analyze also poses significant challenges to UX research studies. […]

The Limitations of Surface-Level Data To make an impact, products and services need a sturdy foundation rooted in empathy and intuitiveness. By recognizing patterns in user interactions and preferences, design teams can craft experiences that resonate deeply with audiences. While valuable, companies rely heavily on quantitative metrics like click-through rates, session lengths, and bounce rates. […]

In the realm of research, particularly within the fields of design, marketing, and product development, understanding the distinction between generative and evaluative research is critical for ensuring that the right methodologies are applied at the right stages of a project. Generative and evaluative research serve distinct purposes, yet they are complementary in the research process. […]