Research Methods

Reaching real users across diverse industries, major cities, and global borders to inform critical business decisions with empirical validation.

  • SERVICE
  • PEOPLE
  • EXPERIENCE
  • JOURNEY
  • SPACE
  • PRODUCT
  • THINKING
  • DIGITAL
  • RESEARCH
  • IMPACT
  • SERVICE
  • PEOPLE
  • EXPERIENCE
  • JOURNEY
  • SPACE
  • PRODUCT
  • THINKING
  • DIGITAL
  • RESEARCH
  • IMPACT

Which method for which study

Every research service and the methods we usually reach for. Most projects combine three or four.

Research service Recommended methods
Human Experience In-depth interviews, ethnographic research, contextual inquiry, observation, emotion mapping, needs analysis
People & Interaction Experience Interaction observation, role-play research, shadowing, service encounter interviews, conversation analysis, mystery research
Customer Experience Customer journey mapping, touchpoint research, surveys, interviews, NPS/CSAT analysis, complaint analysis
Employee Experience Employee interviews, pulse surveys, workflow observation, diary studies, internal tool usability testing, stakeholder workshops
Decision & Behavior Behavioral interviews, choice modeling, decision journey research, conjoint analysis, A/B testing support, friction analysis
Product Experience Product usability testing, in-home usage tests, concept testing, prototype testing, task analysis, adoption research
Service Experience Service journey mapping, service blueprinting, mystery shopping, field research, service failure analysis, customer interviews
Space Experience Field observation, wayfinding studies, footfall behavior mapping, intercept interviews, environmental audit, spatial journey mapping
System Experience Workflow analysis, enterprise usability testing, task analysis, contextual inquiry, dashboard review, stakeholder interviews
Technology Experience Technology adoption research, usability testing, trust testing, human-AI interaction testing, prototype testing, expert review
Website & Mobile App Experience Usability testing, heuristic review, analytics review, heatmap/session review, task testing, conversion friction analysis
Brand & Trust Experience Brand perception research, trust driver analysis, message testing, reputation research, sentiment analysis, semiotic review
Communication Experience Content testing, comprehension testing, message testing, form testing, readability review, chatbot conversation testing
Accessibility & Inclusion Accessibility testing, inclusive research panels, assistive technology testing, WCAG review, readability testing, moderated usability testing
Cultural & Local Experience Cultural research, localized interviews, ethnographic research, language testing, cross-cultural comparison, local market observation
Cross-Market Experience Multi-country studies, localized usability testing, market comparison research, international panels, benchmarking, cultural analysis
Ethical & Responsible Experience Privacy perception research, consent testing, fairness perception research, transparency testing, vulnerable user research, responsible AI research
Patient Experience Patient journey mapping, patient interviews, caregiver interviews, hospital observation, appointment journey research, trust research
Citizen Experience Citizen journey mapping, public service usability testing, form testing, service center observation, accessibility research, language testing
Partner / Dealer Experience Partner interviews, dealer journey mapping, portal usability testing, channel satisfaction surveys, process mapping, relationship research
Retail & Shopper Experience Shopper observation, intercept interviews, path-to-purchase research, shelf/navigation studies, checkout friction research, mystery shopping
Safety & Risk Experience Risk perception research, trust testing, safety communication testing, incident journey mapping, compliance usability testing, scenario testing
AI & Automation Experience Human-AI interaction testing, chatbot testing, trust and transparency testing, prompt experience testing, automation adoption research, error recovery testing
Journey Experience Journey mapping, diary studies, touchpoint analysis, customer effort research, service blueprinting, longitudinal research
Onboarding Experience Onboarding usability testing, first-use studies, diary studies, funnel analysis, drop-off interviews, comprehension testing
Complaint & Recovery Experience Complaint journey mapping, service recovery interviews, call/chat analysis, support ticket analysis, customer effort research, emotion mapping
Loyalty & Retention Experience Churn interviews, loyalty journey research, retention surveys, cohort behavior analysis, renewal journey research, satisfaction drivers analysis
Experience Benchmarking UX benchmarking, competitor benchmarking, scorecards, task success measurement, SUS/UMUX-Lite, journey performance tracking

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