Retail Ethnography by Usography

Retail Ethnography by Usography Multichannel Research & Digital Design Strategy

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 Usography has viewed, coded, and  analyzed mountains of video  footage. Some videos are from  interviews we’ve conducted, while  others were recorded by internal  researchers or even other  research teams. Although one of  the most >me‐consuming aspects  of ﬁeld research, it is also one of  the richest for giving stakeholders  a window into their customers’  thought processes.  

In-home, in-store, on-site depth interviews In addi>on to store observa>on  and video analysis, Usography  conducts in‐depth interviews with  customers wherever they use the  technology we are designing,  whether in their homes, in stores,  or in other public spaces. To  supplement the depth interviews,  we give them homework that is  appropriate for the inves>ga>on,  such as paper diaries, webcam  diaries, or collages. 

Digital ethnography and social media research Millions of people are genera>ng a  virtual deluge of personal stories,  many of which are relevant to  product and service design  strategy. Usography has developed  its Digital Ethnography prac>ce,  also called “Webnography,” to  help retailers  analyze social media  data to generate insights for  design strategy and direc>on.  

Purchase modeling and behavioral segmentation As retailers rush into mobile  commerce, and in‐store digital  shopping aids, it is cri>cal to  formulate customer‐centric  purchase models, to ensure that  the tools are context aware, and  support a consistent shopping  process across channels. The  purchase model should be  transferable to any digital  commerce design, and the  resul>ng framework should be  evident in the design strategy and  ar>facts. 

The goal of our  research is to discover  the behavioral and  aKtudinal levers that  inﬂuence the desire of  Designing the relationship people, both customers  and those not yet your  customers want to have with you customers, to do  business with you.  

Contact Us to Get Started!  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: info@usography.com www.usography.com

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Retail Ethnography by Usography

by Paul Bryan on Aug 30, 2010

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Retail Ethnography by Usography — Presentation Transcript