Ethnographic Research

• Do you know that call center executives constantly cheat the IVR system while they transfer a customer's call to another executive?
• Are you aware that many call center executives fail to remember their customer's name many times during the call?

No focus groups, user surveys, or laboratory usability testing techniques can discover the above user behavior details. Absence of such user behavior details cost call centers several million dollars.

Kern's user research techniques recognize the need to blend into your users' or customers' environment to understand them and capture their behavior. This is done using ethnographic user research methods.

Kern provides ethnographic user research using contextual inquiry, contextual observation, and shadowing techniques to call centers, BPO companies, software product companies, and mobile application companies.

Why do we need ethnographic research?

Unlike market research techniques that are skin-deep, ethnographic research techniques go deeper. Ethnographic techniques help understand what people say and do, answer several questions about how and why people work, shop, recreate, and use products. These techniques tell us how people interact with software, machines, or customers.

How is ethnographic research performed?

Ethnographic techniques are based on studying the behavior of people in their natural environment. Researchers at Kern use these techniques to unearth the real attitudes and behavior of people as they function. They observe, question, and record behavior patterns to yield specific findings that are otherwise missed by surveys or focus groups.

What are the benefits of ethnographic research?

Kern has helped organizations save costs and improve customer service using these research techniques. Outlined are some of the benefits for organizations:

• Help software companies understand their users before designing a product or a new feature.
• Help companies innovate by providing deep insight about their users and how they work.
• Help call centers understand factors that impact employee productivity.
• Help BPO companies understand factors that hinder employees' learning.

Pricing

Pricing: Starts at INR 2,50,000 or US $6,000
Timeframe: Two to twelve weeks

Contact Us

Get in touch with us to know how we can help you provide better customer service and save costs. You can also contact us to unravel the behavior patterns of your users, employees, or customers.

We will deliver a proposal within a week of understanding your specific needs.

Ripul Kumar
+91 40 40171313 (GMT +5:30), Monday to Friday, 10 AM to 6 PM
ripul@kern-comm.com