The Human Insight Blog

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…

Introduction Assumptive design practices result in unnecessary complexities for users. The best products are simple. The best products are user-first. The best products are the result of extensive UX research. Below are the benefits of using UX research tools: The cost of poor user experiences Poor user experiences deter return visits; thus, it is paramount…

Introduction There are two main UX design research categories: generative and evaluative. One is more exploratory and opportunistic, while the other is a more focused approach applied to a predefined problem. While both methods aim to improve the user experience, there is a time and place for each. In this article, we will cover the…

Introduction Qualitative research can generate extraordinary amounts of data. Because it’s generally exploratory, the findings often do not easily plug into a predefined analytical framework. Organizing and synthesizing the collected data to enable the identification of relevant and actionable insights can involve more time and effort than any other aspect of the project, including fieldwork.…

In this video, Siamack Salari discusses the differences between mobile ethnography and IDIs, and how he often combines the two methods to improve research results. He leverages mobile ethnography ahead of IDIs to collect background data and better understand the participants as a means of enriching the follow up IDIs. Video Transcription: It’s always dodgy…