The Human Insight Blog

In the evolving landscape of user experience (UX) research, digital ethnography is proving to be a game-changer. Traditional ethnographic research, with its roots in anthropology, has long been a valuable tool for understanding human behavior in real-world settings. However, as more aspects of life move online, researchers have had to adapt their methods to meet…

In the realm of user-centered design, understanding the needs, behaviors, and preferences of users is critical for creating products that resonate with them. One effective method for gathering in-depth user insights is through diary studies. These studies provide rich, longitudinal data that can help design teams understand user experiences in real-world contexts. When integrated into…

In market research, the quality of data is paramount to the accuracy of findings. One significant challenge researchers face from traditional research methods is recall bias, a type of cognitive bias that can skew the results of studies, leading to inaccurate conclusions. This article explores what recall bias is, provides examples, and discusses how platforms…

Introduction In the rapidly evolving landscape of consumer behavior research, traditional methods such as surveys and focus groups have often fallen short in capturing the authentic experiences and emotions of users. Enter mobile ethnography, a modern research methodology that leverages mobile technology to observe and analyze how people interact with products and services in their…

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…