Ethnographic design research gives us a way of developing a deeper understanding of our users. In the present, ethnographic techniques can help us understand our current users - to give us the empathy we need to realign existing products with people's needs and values. However, if we're looking for future opportunities and new customers, the same techniques can be used to identify unmet needs, the value frameworks of future customers and the outlying behaviour that could become mainstream.
This session will start by looking at ethnographic design research techniques like diary studies, shadowing and cultural probes. We'll provide practical examples of using these techniques so that participants can apply them in their own work and we'll tell you about some of the surprising environments that we've been into through the course of projects, looking at connected home appliances, retail environments and medical devices.
Fieldwork is only part of the story, though. Next, we'll take a look at the analysis technques that draw out future needs and help you predict how behaviours currently shown by early adopters move to the mainstream. We'll examine behavioural modelling, trend analysis and provide examples of the types of analysis we apply to outlying user groups or analogous environments to identify future directions for new products and services.
Finally, we'll discuss how these insights can inspire the invention of future products and services. We'll build on the case studies discussed to show how the insights and trends from research led to the final products and services.