DeepSight

Pu+ng-human-insights-at-the-heart-of-design-and-innova6on

ExperienceLab-have-been-helping-to-drive-

innova6on,-shape-new-products-and-services,-

and-direct-strategic-thinking-for-more-than-

forty-years,-and-we-are-proud-to-have-some-of-

the-best-researchers-in-the-business.-Our-staff-

are-skilled-at-gathering-rich-insights,-based-both-

on-people’s-real-life-experiences,-as-well-as-the-

views-and-preferences-they-express-in-a-lab-

environment.-Our-approach-is-also-informed-by-

the-exper6se-built-up-in-the-team-over-

decades,-and-brought-to-bear-on-every-project.-

We-call-our-peopleGcentred-research-approach,-

DeepSight,-and-it-draws-on-the-range-of-

techniques-detailed-over-the-following-pages.-

DeepSight ExpertView LifeView LabView

Features:Expert-reviews,-usability-

and-accessibility-audits,-

compe66ve-analysis,-

and-desk-research.-

Features:6Field-research,-informal-

interviews,-observa6on,--

contextual-analysis,-

diary-and-longitudinal-

studies.-

Features:Usability-tes6ng,-

interviews,-card-

sor6ng,-prototype-

evalua6on,-and-user-

focus-groups.-

With-over-four-decades-of-experience,-

and-thousands-of-successful-projects-

completed,-we-have-learnt-a-lot-about-

how-people,-processes-and-technology-

can-work-in-harmony.--

We-are-firm-believers-in-the-value-of-

studying-people,-talking-to-them,-and-

observing-them-in-their-natural-context,-

but-we-recognise-that-this-is-not-always-

possible.-Perhaps-this-is-because-of-6me-

pressures-or-because-a-concept-is-not-

ready-to-be-shared-openly.-In-any-case,-

we-can-s6ll-bring-the-analy6cal-abili6es-

and-experience-of-our-team-to-a-project-

at-the-earliest-stages,-as-a-primer-for-a-

larger-project,-perhaps-to-help-define-or-

refine-objec6ves,-and-on-an-adGhoc-

ongoing-basis.-

ExpertView-services-can-provide-a-

project-team-with-early-feedback,-and-

help-confirm-whether-a-par6cular-

project-is-on-the-right-track.-We-can-also-

‘put-a-finger-on-the-pulse’-of-public-

reac6ons-to-exis6ng-services-and-

products,-as-well-as-those-of-

compe6tors.-

ExpertView-techniques-include:-

• Expert-reviews

• Usability-audits

• Accessibility-audits

• Compe66ve-analysis

• Desk-research

The-kinds-of-ques6ons-ExpertView-

techniques-are-well-suited-to,-include:

• Are-service-and-product-design-plans-in-

line-with-best-prac6ce?

• What-are-people-saying-about-services-and-

products-in-the-press,-on-online-forums-

and-via-blogs?-How-are-they-perceived?

• Are-service-and-product-designs-likely-to-

be-usable-and-accessible-for-the-intended-

audience?

• Do-plans-comply-with-relevant-legisla6on,-

such-as-accessibility-guidance?

• How-do-services-and-products-compare-to-

those-of-compe6tors?-

ExpertView

Expert6Analysts6

The-team-at-ExperienceLab-work-across-a-whole-range-of-sectors,-and-have-built-up-a-wealth-of-knowledge-over-more-than-four-decades-leading-the-field.-

ExpertView6;6The6analyst’s6perspec?ve

We-have-talented-staff,-including-skilled-

ethnographers-and-field-researchers,-all-

leaders-in-social-research-and-seasoned-

commercial-operators.-We-are-also-big-

fans-of-video,-and-like-to-film-people-as-

they-go-about-their-everyday-ac6vi6es,-to-

support-data-collec6on-and-really-bring-

research-findings-to-life.-

We-like-to-study-people-in-their-natural-

contexts-as-much-as-possible,-tapping-

into-unspoken-desires-and-needs,-thus-

helping-to-produce-products,-services-

and-marke6ng-communica6ons-that-

really-resonate-with-people.-

We-challenge-assump6ons-about-what-

people-do,-what-they-think,-and-how-

they-behave.-We-also-understand-that-

people-are-not-always-aware-of-their-own-

behaviours,-and-some6mes-it-can-be-

difficult-for-them-to-verbally-express-why-

they-do-what-they-do-and-how-they-feel.

That’s-where-ethnography-comes-in:-we-

spend-6me-with-par6cipants,-finding-out-

how-they-are-really-using-and-

experiencing-the-products,-services,-and-

environments-we-are-looking-at.-This-can-

range,-for-example,-from-how-young-

people-conceptualise-apps,-to-how-

people-think-about-and-buy-food-or-

technology.-We-iden6fy-paWerns-of-

current-behaviour-and-use-this-to-

produce-insights-and-recommenda6ons.--

LifeView-techniques-include:--

• Field-research

• Observa6on

• Informal-interviews

• Contextual-analysis

• Diary-studies

• Longitudinal-projects

Example-areas-which-are-prime-for-inG

context-research:

• To-understand-who-your-customers-are

• To-understand-and-innovate-around-

developing-or-changing-customer-needs

• To-help-develop-meaningful-marke6ng

• To-bring-personas-and-segments-to-life

• To-understand-and-improve-product-and-

service-usage

• To-find-gaps-in-the-market-/-areas-for-new-

product-development-

• As-part-of-a-wider-study,-before-or-aYer-

quan6ta6ve-or-qualita6ve-work

In;context6research6

From-outdoor-environments-to-social-events-and-interac6ons-in-the-home.-The-natural-context-in-which-people-interact-with-each-other,-with-services,-and-with-products,-is-the-arena-for-our-research.-

LifeViewLifeView6;6in;context6research

There-are-6mes-when-specific-design-

solu6ons-and-concepts-need-to-be-

explored-and-our-research-studios-are-

the-ideal-place-to-do-this.-

Our-research-teams-have-been-carrying-

out-rigorous-labGbased-studies-for-many-

years,-across-all-sectors-and-product-

categories.-We-have-helped-evaluate,-

refine-and-improve-mobile-applica6ons-

and-handsets,-television-services,-a-huge-

array-of-websites,-and-consumer-

technologies-including-video-games-and-

gaming-systems.-We-have-done-this-for-

many-wellGknown-private-and-public-

organisa6ons.-As-a-partner-in-the-

UXalliance-we-also-conduct-research-on-a-

global-scale.--

We-pride-ourselves-on-our-objec6vity-

and-independence,-and-because-we-are-

not-a-design-agency-we-have-no-desire-to-

promote-a-par6cular-design-solu6on-or-

aesthe6c.-Nothing-beyond-what-works-

for-people,-that-is.-

Whereas-LifeView-techniques-are-more-

exploratory,-induc6ve-and-informal,-our-

LabView-methods-are-all-about-

evalua6ng-emerging-solu6ons-and-

op6ons.-The-techniques-include:

• Usability-tes6ng

• Card-sor6ng

• Prototype-evalua6on

• Benchmarking

• User-focus-groups

The-kinds-of-ques6ons-that-LabView-

techniques-are-suited-to-include:

• How-should-a-prototype-be-constructed-

and-what-design-op6ons-work-best?

• How-should-informa6on-and-naviga6on-

op6ons-be-organised-and-presented?

• How-can-a-par6cular-service,-design-or-

concept-be-improved?

• How-do-customers-react-to-services,-

designs-and-concepts?•

• How-does-a-product-or-service-compare-to-

those-available-from-compe6tors?

• How-products-and-services-perform-over-

6me-or-across-regions,-etc.?

LabView

Serco6Studios6

ExperienceLab-have-two-stateGofGtheGart-research-studios-located-in-central-London.-These-studios-offer-the-ideal-environment-for-conduc6ng-labGbased-research-studies.--

LabView6;6the6customers’6voice

Each-DeepSight-project-is-unique.-It-has-

to-be.-Because-we-are-aware-of-client’s-

6me-and-budgetary-constraints,-we-can-

put-together-different-research-packages-

and-deliverables-for-different-needs.-One-

thing-is-consistent-however-G-the-quality-

of-the-output.-Our-deliverables-help-

client-organisa6ons-take-strategic-

decisions,-define-new-market-

opportuni6es,-truly-understand-peoples’-

needs,-refine-concepts,-shape-design-

solu6ons-and-exceed-customer-

expecta6ons.-

Workshops6and6Presenta?ons

When-delivering-our-insights-and-

recommenda6ons-we-use-presenta6ons,-

but-prefer-interac6ve-workshops-where-

findings-are-discussed,-implica6ons-

assessed,-and-the-best-way-forward-

planned.-We-are-skilled-at-presen6ng-

research-to-stakeholders-at-all-levels.-We-

also-take-care-to-ensure-the-perspec6ve-

of-our-expert-analysts,-the-natural-

context,-and-the-customers’-voice,-are-

woven-into-a-rich,-insigh]ul-and-

compelling-story.-

WriHen6Reports

Our-reports-provide-clear-and-meaningful-

insights-and-robust-recommenda6ons.-

We-highlight-key-findings-for-busy-

execu6ves-and-provide-detail-for-teams-

to-ac6on-and-priori6se-recommenda6ons-

and-findings.-Reports-are-embedded-with-

imagery,-from-photographs-to-annotated-

screenshots,-to-help-communicate-in-a-

clear-and-visual-way.-We-are-also-skilled-

at-turning-around-our-analysis-and-

repor6ng-in-a-rela6vely-short-space-of-

6me,-even-a-few-days.-

Videos6and6documentaries

Film-allows-our-clients-to-walk-in-their-

customers’-shoes-and-understand-the-

‘target-customer’,-the-‘market-segment’,-

or-the-‘user-group’.-Our-videos-are-

produced-by-highly-skilled-visual-

ethnographers-and-documentary-

filmmakers.-To-cater-for-different-

budgets-and-needs,-we-have-different-

levels-of-video-offerings,-including:-

• Highlights-video

• Insights-video

• DeepSight-Documentary

Key6deliverables-

Every-DeepSight-project-produces-compelling-results-that-are-challenging,-fascina6ng,-and-simply-not-available-from-other-types-of-research.-That’s-DeepSight.

DeliverablesOur6deliverables

Our-team-are-undeniably-our-greatest-

asset,-and-bring-an-unrivaled-level-of-

exper6se-and-enthusiasm-to-their-work.-

The-very-nature-of-our-business-means-

every-client-project-is-different,-and-we-

value-the-ability-to-bring-a-varied-range-

of-perspec6ves-to-each-project.-As-such-

our-team-have-varied-backgrounds,-

educa6on-and-experience,-including:

• Psychology

• HumanGcomputer-interac6on

• Anthropology-

• Ethnography

• Design

• Business-analysis

• Marke6ng-&-Adver6sing

• Sociology

• Engineering

• Ergonomics

While-the-majority-of-our-team-are-

educated-to-Masters-or-above-level-

academically,-we-realise-that-‘on-the-

job’-training-is-invaluable.-Exposure-to-a-

wide-range-of-products,-services,-sectors-

and-methodologies-benefits-both-our-

team-and-our-clients.

We-ac6vely-believe-in-developing-talent-

internally-and-encourage-team-

members-to-explore-their-own-interests. -

Which-is-probably-why-the-majority-of-

our-team-have-been-with-ExperienceLab-

for-5-years-or-more,-and-our-

management-team-has-been-in-place-for-

over-a-decade.

Global6reach,6one6point6of6contactExperienceLab-

is-a-founding-

partner-of-the-

UXalliance,-a-global-network-of-23-

leading-user-research-companies.-

Founded-in-2005-with-the-aim-of-

providing-the-best-interna6onal-

research-services-to-our-clients,-the-

UXalliance-provides-research-capability-

in-over-45-countries-and-access-to-over-

300-consultants-worldwide.-Our-global-

research-helps-clients-clearly-

understand-the-complex-needs-of-

diverse-marketplaces.-Find-out-more-at:

www.uxalliance.com.

Our-team

A6broader6perspec?ve

Our-team-are-drawn-from-a-varied-range-of-backgrounds,-educa6on-and-experience.-We-bring-a -crea6ve-and-innova6ve-perspec6ve-to-every-research-project.-

-

The6best6researchers6in6the6business

A6safe6pair6of6hands

We-value-every-client-rela6onship,from-large-FTSE-100-companies-to-small-chari6es,-and-have-over-70%-repeat-customers.-Above-all,-we-listen-and-tailor-our-approach-to-your-specific-needs.---

Our-clientsTelecoms-networks-and-manufacturers

Broadcast-and-media

Games-and-IT

Retail,-internet-and-finance

Business,-legal,-news-and-publishing

Public-sector

Gaining-objec6ve-consumer-feedback-is-vital-and-ExperienceLab-have-the-methods-to-achieve-this.-They-show-a-genuine-passion-and-commitment-to-their-work,-and-to-ours!

Sony6Computer6Entertainment6

ExperienceLab-produced-several-key-messages-that-were-unexpected,-compelling-and-immensely-useful.-They-made-a-huge-impact-on-our-thinking-and-our-decision-making-processes.

BBC6News6Online

Having-used-many-user-experience-companies-with-varying-degrees-of-success,-I--found-the-work-conducted-by-the-ExperienceLab-team-to-be-of-a-higher-standard-than-others-in-the-industry.

Virgin6Media-

For6more6informa?on

If-you-would-like-more-informa6on-on-the-

DeepSight-methodology,-or-wish-to-

discuss-poten6al-projects,-please-get-in-

touch.--

66666Serco6ExperienceLab

22-Hand-CourtHolbornLondonWC1V-6JF

Tel:-+44-(0)20-7421-6499Email:-info@experienceGlab.co.uk-Web:-serco.com/experiencelabBlog:-experiencelab.info