RESEARCH QUESTIONS IN EVERYDAY CONTEXTS
What would you like to understand about people in everyday life?
Why is a product used differently than intended? What shapes a decision? How do routines, expectations or experiences change over time?
RESEARCH QUESTIONS IN EVERYDAY CONTEXTS
Questions that benefit from real-life context.
How do target groups live, think and decide?
Explore needs, values, everyday lives and unspoken barriers. Compare perspectives across segments, markets, life circumstances or social groups.
How do routines develop - and how do they change?
Observe triggers, repetitions and disruptions over time. This reveals what stabilises behaviour and which events bring about change.
How are products and services used in everyday life?
Understand handling, usage context, pain points, workarounds and unmet needs - at home, on the move, at work or at the point of sale.
Which moments shape journeys and decisions?
Reconstruct touchpoints, expectations, emotions and moments of truth. Identify what shapes selection, abandonment, switching, satisfaction or recommendations.
How do people respond to brands, communications and concepts?
Explore meanings, associations and reactions to claims, visuals, prototypes or variants. Differences between target groups and markets can be compared systematically.
How can people contribute to innovation and change?
Involve people in ideation, co-creation, iterative testing, evaluation or change processes. Capture feedback as it emerges and understand effects over time.
APPROACH
From experience to deeper understanding.
Capture experiences, pursue open questions during fieldwork and analyse the material in context.
Capture experiences
Participants document experiences and reactions through text, photos, audio or video, wherever and whenever they become relevant to the research question.
Explore further during fieldwork
Review contributions continuously, ask targeted follow-up questions and explore open issues through additional tasks or different paths.
Analyse in context
Compare contributions, trace developments and explore patterns and differences in the material.
METHODS
Methods that fit your research question.
Depending on your research question, methods can be used individually or flexibly combined.
Digital diary
Follow developments over days or weeks - from everyday routines to product usage.
Digital diary
Mobile ethnography
Research where things happen: in usage situations, at touchpoints and at specific decision-making moments.
Mobile ethnography
Insight community
Explore topics over a longer period through exchange and varied methodological approaches.
Insight Community
Qualitative survey
Explore openly and compare systematically - across target groups, concepts or variants.
Qualitative survey
FOR DIFFERENT RESEARCH TEAMS
Flexible for different ways of working.
Market research institutes & agencies
Deliver complex client projects flexibly and keep clients involved and informed.
Solution for research institutes & agencies
Insights teams in companies & organisations
Learn directly from and with your target groups and build reusable research structures.
Solution for insights teams
UX & CX research
Explore usage, journeys and decision-making moments in their real-life context.
Solution for UX & CX research
Academic & social research
Conduct context-rich, multimodal and longitudinal fieldwork with flexible, transparent research designs.
Solution for academic & social research
CONSULTING
What would you like to understand?
Let’s discuss your research question and find the right approach.
+49 (0)30 53012360