RESEARCH > USER-CENTERED RESEARCH
User-centered research is a type of contextual research. Unlike store intercepts or Voice of Customer studies, this process enables the development team to gain a greater understanding of the end-user’s interactions with and perceptions of technology, brands, and product features and functionality. User-centered research is based on principles of anthropology and ethnographic-like field research. This methodology enables the team to develop specific brand messaging and feature requirements. In many cases this research identifies the needs and perceptions of multiple stakeholders.
The data collected during these studies provides insights to the development and marketing teams in multiple areas including the intended user’s lifestyle, perceptions of technologies and brand loyalty, purchase factors, and sub-cultural involvement. User-centered research uses a combination of data gathering tools and methods including observations, in-depth interviews, user-journaling, shadowing and environmental audits.