Audience research
Good UX is founded on a deep understanding of your audience.
The ability to uncover relevant and insightful research across industries and trends is at the core of Amy. Our research is born out of a genuine interest in consumer behaviour and innovation, giving us the drive to find the specific and nuanced insights that make the difference between your product being marketable and award-winning.
As useful as analytics are, qualitative research helps us dig into the emotional and behavioural connections users have with both your brand and how they interact with it.
We use a variety of methods to gain information and garner insight from your users...
Interviews
We conduct structured and unstructured interviews with users in your audience cohorts, as well as with those who are not.
These are done, increasingly, virtually since the pandemic, allowing us to reach users without the need for travel and increased costs. Our team has a knack for active listening and leading generative interviews to gain the most insight from users possible.
Diary studies
This is a low-intervention way of understanding your users and their relationship to your brand.
Participants will keep a record of their thoughts, feelings, and experiences over a defined period of time, sometimes with prompts or parameters to meet. We may use diary studies either at the beginning of a project for contextual research, or during the testing phase. Sometimes we use them during both!
Literature reviews
Although we love working directly with users, it would be irresponsible to not conduct any secondary research to supplement and inform insights. We consult other sources to help us:
Define Problems and questions
Identify gaps in knowledge
Collect data
Ratify our theories
Focus groups
Not to be conflated with a group interview, focus groups are used to discover insights from within the interactions and discussions between the users.
