7 ways to make user research work for you

If you want to design innovative and engaging user interfaces, it's critical to understand how people behave. For example, how they order something, access specific information or look for help. So, in order to uncover key insights into the way people act when using a specific product or service, we use ethnographic research techniques.

Ethnographic research is an effective research method for gaining perspective on the way people think, behave and understand. It's qualitative not quantitative: we collect information by watching how someone interacts with an interface or does something, instead of asking them. It provides a greater insight into customers, which, in turn, helps us to make smarter, more informed design solutions.

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Stuart Pill is a senior user experience designer at digital agency TH_NK.