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Retail Ethnography by Usography
 

Retail Ethnography by Usography

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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.

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.

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    Retail Ethnography by Usography Retail Ethnography by Usography Presentation Transcript

    • 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