The Human Insight Blog

Introduction Companies that rely too heavily on traditional research methods like surveys, IDIs, and focus groups expose themselves to a greater risk of having blind spots in their data. Traditional methods lack context, are prone to bias, and are generally conducted too long from the area of interest for participants to accurately recall their experiences. […]

Introduction Customer journeys have become increasingly complex in recent years due to the number of ways consumers interact with businesses. Most customer journeys these days are omnichannel, spanning digital and physical touchpoints. This makes tracking the modern journey a challenge, but it remains critical to do so because there are often unique needs and behaviors […]

Introduction Diary studies are a longitudinal research method that involves having participants record and share specific experiences with researchers over a set period of time. Traditionally, diary studies were conducted via pen and paper, but today, diary study software is used more heavily due to the efficiencies it offers. What is Diary Study Software Diary […]

Introduction UX research tools are a foundational part of any UX research program. When it comes to finding the best tools for their needs, UX researchers should focus their attention on platforms that unearth actionable insights and facilitate collaboration. With budgets getting cut, it’s also important to consider a platform that supports multiple methodologies. Finding […]

What is an Omnichannel Customer Journey Map? Omnichannel journey mapping involves tracking all the touchpoints a customer has with a brand, whether they occur online through websites, emails, and apps or offline at physical storefronts and the consumer’s home. With an omnichannel customer journey map, researchers combine all the brand interactions into a single visualization. […]

Introduction When it comes to understanding users, methods like remote diary studies prove powerful. It is now easier than ever to recruit and study users through this method, which has enabled many companies to thrive with apps, software, and services that are designed with users top of mind. Understanding contextual research Many times when it […]

Introduction Ethnography and digital ethnography generally share the same objectives, however, the process for execution and the tools used for each are different. Ethnography is the process of observing participants to gain a deeper understanding of their opinions, attitudes, and purchasing behaviors. Traditional ethnography is carried out in person between a researcher and a respondent […]

Introduction Ethnography in the context of user experience research refers to the process of describing real-world cultures qualitatively by making observations on the experiences people have in everyday life, how they perceive the world, what they want and need, along with how they think and react to stimuli. This information can be used by UX […]

Foundational UX research or generative UX research means tapping into a person’s thoughts and feelings to drive an understanding of how a product impacts them in their day-to-day lives. Companies use this research to help inform design decisions to create products that support what people want rather than what they think is best for people. […]

Customer experience has the potential to set you apart from your competitors. According to respondents in the Future of Customer Experience Survey by PwC, they would be willing to pay up to 16% more for a positive customer experience. The same survey revealed that 32% of respondents would stop using a product they loved after […]