Shadowing your audiences in their natural environment to gain in-context insights

Why do we do ethnography?

We use ethnographic studies to work out parameters, criteria, features and process flows for designs or redesigns that you couldn't dream up in a studio.

Ethnographic studies deliver:

  • A diverse collection of insight gathered through observation and without participant?bias
  • Recommendations for your customer experience strategy and design, based on natural customer behaviours and underlying needs

What does ethnography involve?

Ethnographic studies require a high level of skill to plan and run. We don't alter the natural settings of participant interaction with your brand, guaranteeing accurate results.?

The key stages we go through for conducting ethnography include:

  1. We work with your teams to identify the correct target audience, and recruit the right participants

  2. We run the ethnography study, which can include home visits, call centre listening or shadowing users at home or work

  3. We observe participants in their natual environments, be it for meetings, analysing interactions with customers and colleagues, coffee table interactions, viewing systems or even looking at the pile of paperwork collected in a day

  4. We monitor and record your customers' behaviour and what they actually do in reality

When is the best time to do it?

We usually carry out ethnography to help define your customer experience or digital strategy.?Understanding your customers with the level of detail that ethnography provides ensures you can truly align your customer experience strategy and digital presence with customer behaviour and needs.

Like what you see?

How exciting, let's get started

Our end-to-end UX process

  • Cultivate

    We transform businesses to embed innovation and customer-centred thinking

  • Investigate

    We carry out research to understand your customer needs

    You are here

  • Innovate

    We disrupt industries with new digital products and ways of working

  • Accelerate

    We design to re-imagine and optimise digital (& non-digital) experiences

Tools we use to investigate

We carry out research to understand your customer needs

  • Usability testing

    One-to-one research to understand how end users actually interact with your digital touchpoints

  • Google Analytics & data analysis

    Insight to highlight how users are interacting with your website and digital touchpoints

  • Market & competitor research

    Research and analysis into the external factors that affect your organisation

  • In-depth interviews

    One-to-one discussions to get truly inside your customers' minds

  • Diary studies

    Detailed insights into real-time behaviour and feelings, recorded as they occur

  • Focus group research

    Facilitated group sessions to understand your customers' thoughts and behaviours

  • Guerrilla research

    Faster, cheaper and less formal research with customers wherever they might be

  • Card sorting

    Research method to organise the content and navigation of digital touchpoints

  • Ethnography

    Shadowing your audiences in their natural environment to gain in-context insights

    You are here

  • Personas

    Fictional characters typical of your target audiences and based on research findings

Are we right for each other?

  • We'll set you up for a digital world We innovate, do training, change cultures, and design products and services to transform business performance

  • We spend a lot of time with your customers We use insight to drive all decision-making, helping you build deep and meaningful customer relationships

  • Collaboration is in our DNA We’ll take you on the journey with us, collaborating throughout to gain the highest levels of stakeholder buy-in

  • We'll get you from A-B, fast Our heritage as a UX agency enables us to work in an agile way, facilitating rapid innovation and problem solving

  • We really know what we’re doing We've been doing experience design, UX, service design and digital transformation for ages, before they became buzz words

Don't take our word for it, see how we investigate in action

  • SSE

    User experience partnership shapes rapid digital transformation

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • Public Health England

    Service design to integrate health apps into the NHS, changing how care is delivered nationwide


    Ongoing program of research to help users more easily plan holidays

Course basket x


Price per place

Add another courseCheckout

Pay now by credit card or later by invoice (invoice payments only possible if all courses are 3+ weeks in advance)