The Human Insight Blog

Introduction Communities and populations most in need of supportive change often face the most significant challenges of having their voices heard and their needs understood. Photovoice is a participatory research method that enables them to document and share the realities of their lived experiences with policymakers. What is Photovoice? Photovoice equips people who need to…

Introduction Generative research produces revenue through data-driven storytelling. The resulting qualitative findings may be the difference between a company folding or flourishing in the year ahead. Businesses that embrace generative research methodologies will stay aligned with changing user needs and, in turn, will be better positioned to pioneer user-centered innovations. For most, it is clear…

In this video Siamack Salari talks about the differences between analysis, interpretation, and sense making in mobile ethnography projects. Siamack is an ethnographer and the founder of EthOS. Video Transcription: Analysis, and interpretation of mobile ethnography. Now, first of all analysis, what do I mean by analysis. Analysis is just sorting through what you have.…

Introduction The holy grail of shopper research is to understand why people do what they do throughout their journey: before, during, and after their shopping experience. More than one research team has wished they could tag along without interfering, like a fly on the wall. Many questions we ask in shopper research have stayed the…

Siamack is the founder of mobile ethnography tool EthOS. In this video, he recommends using vertical analysis to understand who your participants are as individuals. Video Transcription: Most mobile ethnography projects if not all of them are based on a bunch of tasks that we give participants to complete and you can number them task…

Abstract Moving quickly comes at a cost for product managers and product designers, and that cost is UX debt. Compounding UX debt is the source of many users’ and designers’ frustrations, lessening utilization & engagement over time. What’s the cost of moving fast and hitting quick deadlines? UX debt. Typically, this type of debt will…

Introduction Generative research methods involve gaining a deeper understanding of users to unearth opportunities and facilitate innovation. When researchers conduct this kind of research, they observe people in their everyday lives and analyze their real-world behaviors. The goal is to better understand who users and customers are as people as a means of matching their…

Mobile ethnography involves capturing user experiences through smartphones. Leveraging mobile ethnography tools, researchers don’t have to physically travel to the people they are studying, reducing the costs and logistics associated with traditional ethnographic methods. Through mobile devices, researchers are remotely present in the everyday moments of the people they are studying. Below are the benefits…

Siamack is the founder of EthOS, a mobile ethnography tool. In this video, he provides 3 tips on how to conduct a mobile ethnography study. Video Transcription: You know, I see a lot of people make a lot of mistakes doing mobile ethnography. Partly because they treat it. But first of all, moderation skills are…

Customer journey mapping is one of the most valuable exercises in a consumer insights team’s toolkit, but they have become increasingly complex in recent years since the number of channels consumers interact with brands through has multiplied. Shopping, purchasing, post-purchase support – pretty much all customer interactions these days can occur in person, by phone,…