retail ethnography by usography
DESCRIPTION
Usography explains its retail ethnography practice in a few, easy to understand slides. The slides include topics such as video ethnography, millennials, multichannel retail, and design strategy.TRANSCRIPT
Multichannel Research & Digital Design Strategy
Retail Ethnography by Usography
Research study design and project planning
Usography has planned field research projects for some of America’s top retailers. We start with existing studies, market data, competitive benchmarks, and usage data to establish the design context. Then we formulate an approach that will help us answer the most pressing design questions for each of the target digital media interfaces, and then for the harmonization of all customer touchpoints.
Millennials and multichannel shopping design
We pay special attention to trends that will affect retailers in the near future. In recent years this has meant broadening our focus from e-commerce to digital media commerce, regardless of channel and location. It has also meant being aware of the change in information habits of the generation that will outnumber Baby Boomers by 20%.
Web analytics, market data, and basket trend analysis
Retailers are typically drowning in quantitative data. Unfortunately digital media design teams often find it difficult to incorporate this information into their design strategies. Usography has repeatedly been able to use quantitative data to establish priorities for design strategy. We don’t neglect intelligence just because we didn’t author it!
Video coding and analysis
Usographyhasviewed,coded,andanalyzedmountainsofvideofootage.Somevideosarefrominterviewswe’veconducted,whileotherswererecordedbyinternalresearchersorevenotherresearchteams.Althoughoneofthemost>me‐consumingaspectsoffieldresearch,itisalsooneoftherichestforgivingstakeholdersawindowintotheircustomers’thoughtprocesses.
In-home, in-store, on-site depth interviews
Inaddi>ontostoreobserva>onandvideoanalysis,Usographyconductsin‐depthinterviewswithcustomerswherevertheyusethetechnologywearedesigning,whetherintheirhomes,instores,orinotherpublicspaces.Tosupplementthedepthinterviews,wegivethemhomeworkthatisappropriatefortheinves>ga>on,suchaspaperdiaries,webcamdiaries,orcollages.
Digital ethnography and social media research
Millionsofpeoplearegenera>ngavirtualdelugeofpersonalstories,manyofwhicharerelevanttoproductandservicedesignstrategy.UsographyhasdevelopeditsDigitalEthnographyprac>ce,alsocalled“Webnography,”tohelpretailersanalyzesocialmediadatatogenerateinsightsfordesignstrategyanddirec>on.
Purchase modeling and behavioral segmentation
Asretailersrushintomobilecommerce,andin‐storedigitalshoppingaids,itiscri>caltoformulatecustomer‐centricpurchasemodels,toensurethatthetoolsarecontextaware,andsupportaconsistentshoppingprocessacrosschannels.Thepurchasemodelshouldbetransferabletoanydigitalcommercedesign,andtheresul>ngframeworkshouldbeevidentinthedesignstrategyandar>facts.
Designing the relationship customers want to have with you
ThegoalofourresearchistodiscoverthebehavioralandaKtudinalleversthatinfluencethedesireofpeople,bothcustomersandthosenotyetyourcustomers,todobusinesswithyou.
www.usography.com
Top retailers have selected Usography to gain a detailed view of customer wants, needs, and shopping behaviors. We use a wide range of field research techniques to make it real. We conduct in-depth research sessions in stores, in homes, or other public areas, wherever customers are interacting with your digital shopping interfaces. We create detailed purchase models with psychographic segmentation, which serve as the basis for innovative, successful design strategies. We’re eager to help your team design the optimum multichannel customer experience!
For more information, contact: Paul Bryan Director, User Research and Design Strategy Usography Corporation Telephone: 1.770.722.8123 Email: [email protected]
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