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Retail Ethnography by Usography

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Retail Ethnography by Usography
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  • Added: April, 25th 2011
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  • Pages: 10
  • Tags: retail, multichannel, user experience strategy, design strategy, usography, ethnography, video analysis, video ethnography, millennials, retail ethnography
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Retail Ethnography by Usography Multichannel Research & Digital Design StrategyResearch study design and project planningUsography 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 analysisRetailers 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 analysisUsography
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 interviewsIn
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 researchMillions
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 segmentationAs
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 youcustomers,
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 BryanDirector, User Research and Design StrategyUsography CorporationTelephone: 1.770.722.8123Email: info@usography.comwww.usography.com

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