We gain insights into real needs, problems and opportunities by empathising with users.



We gain insights into real needs, problems and opportunities by empathising with users.

Understanding behaviour

We use research to understand users' behaviours, needs, motivations and experience. A key aspect of our approach is setting aside any assumptions we may have and empathising with a user's point of view. We believe objective user research is crucial in understanding the problems we are trying to solve and why.

We use a business-centric perspective to define the purpose and need for user research. We have a three-pillar approach to setting up a framework for user research:

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Identify Who

Identify target users and screen profiles for participant recruitment.

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Understand Why

Use business insights to define what we want to understand.

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Define How

Craft a bespoke research plan tailored to meet the objectives.

Find the right research method 



An ethnographic approach in UX design looks at how people relate to technology in their natural settings. During the study, we place ourselves into the users' natural environment to enable our design teams to access the real-life environments of your end-users.


This methodology is best implemented at the earliest stages of UX to explore concepts for new products and find new business opportunities.

Diary Studies

Diary studies help us gather data on a user's behaviour over some time. We ask about twelve participants to write daily diary entries related to a product or service that we are designing for, and we analyse the collected data.


This is a good way for us to understand users' habits and attitudes in their natural environment and how their perceptions can change over time.


A survey is a set of predefined questions used to collect information from a representative sample of your target audience. We can collect quantitative data about users' experience with your product or service.


Surveys help us to develop products and services in the right direction. They are best complemented by qualitative data to get a better understanding of why users feel a certain way.

User Interviews

A user interview is a research method where a researcher asks one user questions about the product or service we are designing for. These one-on-one interviews give insights into what users think about your product, pain points, as well as ideas for improvements.


This method is best used when you want to dig deeper into a specific problem or further explore a topic. User interviews can help us build robust personas for your ideal target audience, which can be used in the strategy phase.

Persona Creation

A persona is a representation of a real target audience. We create personas from reliable data and insights gathered in previous user research methods. Personas help us standardise the most common needs and attributes of our target audience and therefore, design more accurate solutions.


We use personas throughout the strategy and design phases of a project. They ensure we always keep our users at the centre of our design, implementing solutions to address their needs and pain points.

Focus groups

We use focus groups to gather a small group of users, ideally between six to nine, for a discussion with a specific focus in mind. The participants discuss things such as how they feel about a product, any concerns they have or attributes that they like about it.


The discussion typically lasts about two hours and is run by one of our moderators who maintains the group's focus. Focus groups are used to determine how users are reacting to your product or service and to detect patterns in this feedback.

Let's work together on



See how we have applied our User Research expertise to our projects.

view all work.


New products


Customers impacted by improved service