Information gathering and customer definition

Many companies jump head-first into projects only to wonder why they are falling flat on their face. Companies tend to spend a vast amount of time on building strategies and doing mass market research, while failing to think about the most important part.

Who are you developing for, who is the customer and what are the emotional triggers that make people love or hate the products.

Our information gathering techniques make it easier to determine why people buy your products. The more data you have, the more you increase your chances on making your product a success.

Information gathering techniques help you find answers to:

  • Why the competitor is more successful
  • Why consumers buy the product
  • What makes customers prefer one product over another even if the price is the same and both brands are equal
  • What do they think about when they purchase or use the products
  • How different is the behavior of customers in other cultures 
  • What should be the price of a product

Of course we can’t always just ask these questions bluntly. Most of the time people just can’t verbalize the answers. We must go out and observe how people really behave. Dig deep, so to speak.

UX methods differ from traditional market research

Market research focuses on clusters of people and leaves you with dry statistics. They only verify the fact that there is a market cap and your product could work here.

information gathering - Maarja and Liina are talking about different information gathering methods

In contrast, our approach ventures into the field of psychology and behaviorism. We will make sure your product fits with the needs of your customers 

We use methods where we can take a focus group and tag along for the ride. We do this because people often don’t know how to verbalize their decision patterns.

There are several methods for behavior research and here are just some that we use daily. 


The most common methods for gathering information are:

  • Shop along – a popular method where we literally go shopping with your customers. We observe how they behave and what decisions are made in the process. The method allows us to see essential data about how the purchase decision is made and what triggers it.
  • Diary of emotions – participants are given a pocket diary where they list all the emotions that lead to either making a purchase or using a product. After some time has passed, we gather the group back together and individually talk about their experiences. This allows us to find out how intensive the emotions were and also verify what we found out earlier.

We will take in consideration foreign markets and cultures

Similarly to previous sections, when entering a new cultural space we have to observe and map out the problem areas. For these we use methods similar to described earlier. Cultural probes are used the most.

  • Cultural probe is a method for gathering information that is very similar to the diary of emotions. It is an appropriate method to use when you need to get data with minimal footprint, or when the process you’re exploring takes place either from now and again, over a long period of time, or in another country, thousands of miles away from you.

Like earlier, the focus group writes down their experiences. Cultural probes can also include cameras, postcards, maps and other storytelling tools. Besides cultural probes we also use methods such as longitudinal and focus group studies. The latter is used for comparing results.

Sounds great, how can I get in touch with you

Just give us a call or send us an email and we will reply as soon as possible.