Research: our approach
Creating work which truly stands out, makes an impact, ultimately adding value to people’s lives needs to be work which is rooted in human centric design. What we mean by human centric design is to ensure that all of our decisions, creative and technical, are influenced by the behaviors and mindsets of the end users. With this is mind, we aim to talk face to face with the customers of our clients, as well as our own customers as much as possible.
Behaviours and Mindsets
There are many ways design teams can use qualitative research techniques to analyse, document and process human activity.
In the tech world, heatmaps can be plugged into the ‘behind the scenes’ of a website or mobile app to show developers where the users interact most (and least) with the interface. This can highlight problems as well as the most popular links or buttons, enabling front-end designers to create more engaging and useful user experiences.
In the same way, we can map out human responses to help us create better digital media. For the work we do, which typically results in producing digital content, it’s important for us to understand what people value and what they want to see.
To enable us to form an understanding of the audience, we need to create a ‘customer persona’ by using empathy mapping as an ethnographic tool. By conducting customer development interviews (essentially, conversations with customers) we can start to fill out an empathy map and form a typical customer persona.
This will help us understand the behaviours and mindsets of a customer segment towards the product or service our client has to offer.
With these research tools we can shape the work we produce to be far more than just churning out content, without understanding its purpose. Ultimately, we hope that understanding the audience who will receive the content, will result in a more meaningful investment for our clients and truly advance their product or service.