Usography explains its retail ethnography practice in a few, easy to understand slides. The slides include topics such as video ethnography, millennials, multichannel retail, and design strategy.

1. Retail Ethnography by Usography
Multichannel Research
& Digital Design Strategy

2. Research study design and
project planning
Usography has planned field research
projects for some of America’s top
retailers. We start with existing studies,
market data, competitive benchmarks,
and usage data to establish the design
context. Then we formulate an
approach that will help us answer the
most pressing design questions for each
of the target digital media interfaces,
and then for the harmonization of all
customer touchpoints.

3. Millennials and multichannel
shopping design
We pay special attention to trends
that will affect retailers in the near
future. In recent years this has meant
broadening our focus from e-
commerce to digital media
commerce, regardless of channel and
location. It has also meant being
aware of the change in information
habits of the generation that will
outnumber Baby Boomers by 20%.

4. Web analytics, market data,
and basket trend analysis
Retailers are typically drowning in
quantitative data. Unfortunately
digital media design teams often
find it difficult to incorporate this
information into their design
strategies. Usography has
repeatedly been able to use
quantitative data to establish
priorities for design strategy. We
don’t neglect intelligence just
because we didn’t author it!

5. Video coding and analysis
Usography has viewed, coded, and
analyzed mountains of video
footage. Some videos are from
interviews we’ve conducted, while
others were recorded by internal
researchers or even other
research teams. Although one of
the most >me‐consuming aspects
of field research, it is also one of
the richest for giving stakeholders
a window into their customers’
thought processes.

6. In-home, in-store, on-site
depth interviews
In addi>on to store observa>on
and video analysis, Usography
conducts in‐depth interviews with
customers wherever they use the
technology we are designing,
whether in their homes, in stores,
or in other public spaces. To
supplement the depth interviews,
we give them homework that is
appropriate for the inves>ga>on,
such as paper diaries, webcam
diaries, or collages.

7. Digital ethnography and
social media research
Millions of people are genera>ng a
virtual deluge of personal stories,
many of which are relevant to
product and service design
strategy. Usography has developed
its Digital Ethnography prac>ce,
also called “Webnography,” to
help retailers analyze social media
data to generate insights for
design strategy and direc>on.

8. Purchase modeling and
behavioral segmentation
As retailers rush into mobile
commerce, and in‐store digital
shopping aids, it is cri>cal to
formulate customer‐centric
purchase models, to ensure that
the tools are context aware, and
support a consistent shopping
process across channels. The
purchase model should be
transferable to any digital
commerce design, and the
resul>ng framework should be
evident in the design strategy and
ar>facts.

9. The goal of our
research is to discover
the behavioral and
aKtudinal levers that
influence the desire of
Designing the relationship people, both customers
and those not yet your
customers want to have with you
customers, to do
business with you.

10. Contact Us to Get Started!
Top retailers have selected Usography to gain
a detailed view of customer wants, needs, and
shopping behaviors. We use a wide range of
field research techniques to make it real. We
conduct in-depth research sessions in stores,
in homes, or other public areas, wherever
customers are interacting with your digital
shopping interfaces. We create detailed
purchase models with psychographic
segmentation, which serve as the basis for
innovative, successful design strategies. We’re
eager to help your team design the optimum
multichannel customer experience!
For more information, contact:
Paul Bryan
Director, User Research and Design Strategy
Usography Corporation
Telephone: 1.770.722.8123
Email: info@usography.com
www.usography.com