Customer Research with Sprint Ethnography
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This document discusses sprint ethnography as a method for inserting customer research into routines. It provides examples of how sprint ethnography works by having short conversations to learn about customer experiences, how they use products/services, and what comes to mind about those products/services. The goal is to understand customers better and find ways to improve products/services. Sprint ethnography can be done over the internet, phone, or in person. Examples provided are for music streaming services and online customer service portals.
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Customer Research with Sprint Ethnography
- 2. The Challenge How to insert customer research in our routines?
- 6. Shadowing What we can use Activity analyses Self-documentation Applied ethnography Virtual ethnography Oral history Behavioral mapping System observation Surveys Photographic registration User interview Cultural probes Sprint ethnography
- 7. Shadowing What we can use Activity analyses Self-documentation Applied ethnography Virtual ethnography Oral history Behavioral mapping System observation Surveys Photographic registration User interview Cultural probes Sprint ethnography
- 8. What is? The Service Startup
- 9. How it works Learn Use Remember • Open questions • Appeal to feelings and sensations • Innovation-oriented
- 10. Where we can do it Internet Telephone Personally
- 11. Example: Music streaming services • LEARN How did you find your current music streaming service? • USE In which moment of the day do you listen to this? How is it? • Remember What is the first thing that comes to your mind when I say “streaming music service”? Challenge: How do we make people choose our music streaming service?
- 12. Example: Service of attendance to the Customer • LEARN How did you know about the online version of this service? Do you have any problems to access it or to find something there? • USE When do you usually use this kind service? How is it? • Remember What is the first thing that comes to your mind when I talk about online versions of Service of Attendance to the Customer? Challenge: How to make SAC Online become the preferred channel for people solve their account problems?
- 13. References The Service Startup - www.theservicestartup.com Images - www.thenounproject.com Heller - www.hellerdepaula.com