We believe that observing customers in the moment and in situation is the best way to discover who they are, what drives them, what’s missing in their world, etc. If you want to know how people feel about plants and gardening, meet them in their yard and talk about their garden. If you want to know what products people use when they hike, go on a hike with them.
And you don’t have to always physically be with the person. Technology has enabled us to observe people virtually. We use a number of creative digital and mobile platforms to allow people to take us with them through their daily life.
Ethnographic Field Guide
When we are out observing people, we like use a field guide to help us focus on what to observe and capture. Click here to download our ethnographic field guide.