Audience research
We speak directly to the people you're building for, and to the people inside your business who know them best. What we hear shapes every design decision that follows.
Starting inside your business
First we talk to your team. Stakeholder interviews help us understand where the business has come from, where it's heading and who it's trying to reach. We like to hear from people across different roles, so we get the full picture and not one department's view.
Speaking to your audience
Then we look outwards. We run one-to-one interviews with people in your target audiences to learn about their habits, preferences and needs. We aim for at least 6 people from each audience. Where time is tight, around 8 across your main audience types is enough to spot real patterns.
Numbers and conversations together
Interviews work best alongside data. Quantitative research means looking at your existing analytics to see how people use your site today. Qualitative research means talking to people to find out why. The numbers give us the overall picture, and the conversations explain the reasons behind it.
A lot of this work is for B2B software clients, where the goal is improving conversion rates. For Intuit QuickBooks, that's meant qualitative and quantitative research with their customers since 2022.
What you get
We finish with a research regroup session, ideally in person. We take you through everything we've learned, what surprised us and what it means for the project. You leave with a clear picture of your audiences and a solid foundation for the design work.