DeepSight
Pu+ng-human-insights-at-the-heart-of-design-and-innova6on
ExperienceLab-have-been-helping-to-drive-
innova6on,-shape-new-products-and-services,-
and-direct-strategic-thinking-for-more-than-
forty-years,-and-we-are-proud-to-have-some-of-
the-best-researchers-in-the-business.-Our-staff-
are-skilled-at-gathering-rich-insights,-based-both-
on-people’s-real-life-experiences,-as-well-as-the-
views-and-preferences-they-express-in-a-lab-
environment.-Our-approach-is-also-informed-by-
the-exper6se-built-up-in-the-team-over-
decades,-and-brought-to-bear-on-every-project.-
We-call-our-peopleGcentred-research-approach,-
DeepSight,-and-it-draws-on-the-range-of-
techniques-detailed-over-the-following-pages.-
DeepSight ExpertView LifeView LabView
Features:Expert-reviews,-usability-
and-accessibility-audits,-
compe66ve-analysis,-
and-desk-research.-
Features:6Field-research,-informal-
interviews,-observa6on,--
contextual-analysis,-
diary-and-longitudinal-
studies.-
Features:Usability-tes6ng,-
interviews,-card-
sor6ng,-prototype-
evalua6on,-and-user-
focus-groups.-
With-over-four-decades-of-experience,-
and-thousands-of-successful-projects-
completed,-we-have-learnt-a-lot-about-
how-people,-processes-and-technology-
can-work-in-harmony.--
We-are-firm-believers-in-the-value-of-
studying-people,-talking-to-them,-and-
observing-them-in-their-natural-context,-
but-we-recognise-that-this-is-not-always-
possible.-Perhaps-this-is-because-of-6me-
pressures-or-because-a-concept-is-not-
ready-to-be-shared-openly.-In-any-case,-
we-can-s6ll-bring-the-analy6cal-abili6es-
and-experience-of-our-team-to-a-project-
at-the-earliest-stages,-as-a-primer-for-a-
larger-project,-perhaps-to-help-define-or-
refine-objec6ves,-and-on-an-adGhoc-
ongoing-basis.-
ExpertView-services-can-provide-a-
project-team-with-early-feedback,-and-
help-confirm-whether-a-par6cular-
project-is-on-the-right-track.-We-can-also-
‘put-a-finger-on-the-pulse’-of-public-
reac6ons-to-exis6ng-services-and-
products,-as-well-as-those-of-
compe6tors.-
ExpertView-techniques-include:-
• Expert-reviews
• Usability-audits
• Accessibility-audits
• Compe66ve-analysis
• Desk-research
The-kinds-of-ques6ons-ExpertView-
techniques-are-well-suited-to,-include:
• Are-service-and-product-design-plans-in-
line-with-best-prac6ce?
• What-are-people-saying-about-services-and-
products-in-the-press,-on-online-forums-
and-via-blogs?-How-are-they-perceived?
• Are-service-and-product-designs-likely-to-
be-usable-and-accessible-for-the-intended-
audience?
• Do-plans-comply-with-relevant-legisla6on,-
such-as-accessibility-guidance?
• How-do-services-and-products-compare-to-
those-of-compe6tors?-
ExpertView
Expert6Analysts6
The-team-at-ExperienceLab-work-across-a-whole-range-of-sectors,-and-have-built-up-a-wealth-of-knowledge-over-more-than-four-decades-leading-the-field.-
ExpertView6;6The6analyst’s6perspec?ve
We-have-talented-staff,-including-skilled-
ethnographers-and-field-researchers,-all-
leaders-in-social-research-and-seasoned-
commercial-operators.-We-are-also-big-
fans-of-video,-and-like-to-film-people-as-
they-go-about-their-everyday-ac6vi6es,-to-
support-data-collec6on-and-really-bring-
research-findings-to-life.-
We-like-to-study-people-in-their-natural-
contexts-as-much-as-possible,-tapping-
into-unspoken-desires-and-needs,-thus-
helping-to-produce-products,-services-
and-marke6ng-communica6ons-that-
really-resonate-with-people.-
We-challenge-assump6ons-about-what-
people-do,-what-they-think,-and-how-
they-behave.-We-also-understand-that-
people-are-not-always-aware-of-their-own-
behaviours,-and-some6mes-it-can-be-
difficult-for-them-to-verbally-express-why-
they-do-what-they-do-and-how-they-feel.
That’s-where-ethnography-comes-in:-we-
spend-6me-with-par6cipants,-finding-out-
how-they-are-really-using-and-
experiencing-the-products,-services,-and-
environments-we-are-looking-at.-This-can-
range,-for-example,-from-how-young-
people-conceptualise-apps,-to-how-
people-think-about-and-buy-food-or-
technology.-We-iden6fy-paWerns-of-
current-behaviour-and-use-this-to-
produce-insights-and-recommenda6ons.--
LifeView-techniques-include:--
• Field-research
• Observa6on
• Informal-interviews
• Contextual-analysis
• Diary-studies
• Longitudinal-projects
Example-areas-which-are-prime-for-inG
context-research:
• To-understand-who-your-customers-are
• To-understand-and-innovate-around-
developing-or-changing-customer-needs
• To-help-develop-meaningful-marke6ng
• To-bring-personas-and-segments-to-life
• To-understand-and-improve-product-and-
service-usage
• To-find-gaps-in-the-market-/-areas-for-new-
product-development-
• As-part-of-a-wider-study,-before-or-aYer-
quan6ta6ve-or-qualita6ve-work
In;context6research6
From-outdoor-environments-to-social-events-and-interac6ons-in-the-home.-The-natural-context-in-which-people-interact-with-each-other,-with-services,-and-with-products,-is-the-arena-for-our-research.-
LifeViewLifeView6;6in;context6research
There-are-6mes-when-specific-design-
solu6ons-and-concepts-need-to-be-
explored-and-our-research-studios-are-
the-ideal-place-to-do-this.-
Our-research-teams-have-been-carrying-
out-rigorous-labGbased-studies-for-many-
years,-across-all-sectors-and-product-
categories.-We-have-helped-evaluate,-
refine-and-improve-mobile-applica6ons-
and-handsets,-television-services,-a-huge-
array-of-websites,-and-consumer-
technologies-including-video-games-and-
gaming-systems.-We-have-done-this-for-
many-wellGknown-private-and-public-
organisa6ons.-As-a-partner-in-the-
UXalliance-we-also-conduct-research-on-a-
global-scale.--
We-pride-ourselves-on-our-objec6vity-
and-independence,-and-because-we-are-
not-a-design-agency-we-have-no-desire-to-
promote-a-par6cular-design-solu6on-or-
aesthe6c.-Nothing-beyond-what-works-
for-people,-that-is.-
Whereas-LifeView-techniques-are-more-
exploratory,-induc6ve-and-informal,-our-
LabView-methods-are-all-about-
evalua6ng-emerging-solu6ons-and-
op6ons.-The-techniques-include:
• Usability-tes6ng
• Card-sor6ng
• Prototype-evalua6on
• Benchmarking
• User-focus-groups
The-kinds-of-ques6ons-that-LabView-
techniques-are-suited-to-include:
• How-should-a-prototype-be-constructed-
and-what-design-op6ons-work-best?
• How-should-informa6on-and-naviga6on-
op6ons-be-organised-and-presented?
• How-can-a-par6cular-service,-design-or-
concept-be-improved?
• How-do-customers-react-to-services,-
designs-and-concepts?•
• How-does-a-product-or-service-compare-to-
those-available-from-compe6tors?
• How-products-and-services-perform-over-
6me-or-across-regions,-etc.?
LabView
Serco6Studios6
ExperienceLab-have-two-stateGofGtheGart-research-studios-located-in-central-London.-These-studios-offer-the-ideal-environment-for-conduc6ng-labGbased-research-studies.--
LabView6;6the6customers’6voice
Each-DeepSight-project-is-unique.-It-has-
to-be.-Because-we-are-aware-of-client’s-
6me-and-budgetary-constraints,-we-can-
put-together-different-research-packages-
and-deliverables-for-different-needs.-One-
thing-is-consistent-however-G-the-quality-
of-the-output.-Our-deliverables-help-
client-organisa6ons-take-strategic-
decisions,-define-new-market-
opportuni6es,-truly-understand-peoples’-
needs,-refine-concepts,-shape-design-
solu6ons-and-exceed-customer-
expecta6ons.-
Workshops6and6Presenta?ons
When-delivering-our-insights-and-
recommenda6ons-we-use-presenta6ons,-
but-prefer-interac6ve-workshops-where-
findings-are-discussed,-implica6ons-
assessed,-and-the-best-way-forward-
planned.-We-are-skilled-at-presen6ng-
research-to-stakeholders-at-all-levels.-We-
also-take-care-to-ensure-the-perspec6ve-
of-our-expert-analysts,-the-natural-
context,-and-the-customers’-voice,-are-
woven-into-a-rich,-insigh]ul-and-
compelling-story.-
WriHen6Reports
Our-reports-provide-clear-and-meaningful-
insights-and-robust-recommenda6ons.-
We-highlight-key-findings-for-busy-
execu6ves-and-provide-detail-for-teams-
to-ac6on-and-priori6se-recommenda6ons-
and-findings.-Reports-are-embedded-with-
imagery,-from-photographs-to-annotated-
screenshots,-to-help-communicate-in-a-
clear-and-visual-way.-We-are-also-skilled-
at-turning-around-our-analysis-and-
repor6ng-in-a-rela6vely-short-space-of-
6me,-even-a-few-days.-
Videos6and6documentaries
Film-allows-our-clients-to-walk-in-their-
customers’-shoes-and-understand-the-
‘target-customer’,-the-‘market-segment’,-
or-the-‘user-group’.-Our-videos-are-
produced-by-highly-skilled-visual-
ethnographers-and-documentary-
filmmakers.-To-cater-for-different-
budgets-and-needs,-we-have-different-
levels-of-video-offerings,-including:-
• Highlights-video
• Insights-video
• DeepSight-Documentary
Key6deliverables-
Every-DeepSight-project-produces-compelling-results-that-are-challenging,-fascina6ng,-and-simply-not-available-from-other-types-of-research.-That’s-DeepSight.
DeliverablesOur6deliverables
Our-team-are-undeniably-our-greatest-
asset,-and-bring-an-unrivaled-level-of-
exper6se-and-enthusiasm-to-their-work.-
The-very-nature-of-our-business-means-
every-client-project-is-different,-and-we-
value-the-ability-to-bring-a-varied-range-
of-perspec6ves-to-each-project.-As-such-
our-team-have-varied-backgrounds,-
educa6on-and-experience,-including:
• Psychology
• HumanGcomputer-interac6on
• Anthropology-
• Ethnography
• Design
• Business-analysis
• Marke6ng-&-Adver6sing
• Sociology
• Engineering
• Ergonomics
While-the-majority-of-our-team-are-
educated-to-Masters-or-above-level-
academically,-we-realise-that-‘on-the-
job’-training-is-invaluable.-Exposure-to-a-
wide-range-of-products,-services,-sectors-
and-methodologies-benefits-both-our-
team-and-our-clients.
We-ac6vely-believe-in-developing-talent-
internally-and-encourage-team-
members-to-explore-their-own-interests. -
Which-is-probably-why-the-majority-of-
our-team-have-been-with-ExperienceLab-
for-5-years-or-more,-and-our-
management-team-has-been-in-place-for-
over-a-decade.
Global6reach,6one6point6of6contactExperienceLab-
is-a-founding-
partner-of-the-
UXalliance,-a-global-network-of-23-
leading-user-research-companies.-
Founded-in-2005-with-the-aim-of-
providing-the-best-interna6onal-
research-services-to-our-clients,-the-
UXalliance-provides-research-capability-
in-over-45-countries-and-access-to-over-
300-consultants-worldwide.-Our-global-
research-helps-clients-clearly-
understand-the-complex-needs-of-
diverse-marketplaces.-Find-out-more-at:
www.uxalliance.com.
Our-team
A6broader6perspec?ve
Our-team-are-drawn-from-a-varied-range-of-backgrounds,-educa6on-and-experience.-We-bring-a -crea6ve-and-innova6ve-perspec6ve-to-every-research-project.-
-
The6best6researchers6in6the6business
A6safe6pair6of6hands
We-value-every-client-rela6onship,from-large-FTSE-100-companies-to-small-chari6es,-and-have-over-70%-repeat-customers.-Above-all,-we-listen-and-tailor-our-approach-to-your-specific-needs.---
Our-clientsTelecoms-networks-and-manufacturers
Broadcast-and-media
Games-and-IT
Retail,-internet-and-finance
Business,-legal,-news-and-publishing
Public-sector
Gaining-objec6ve-consumer-feedback-is-vital-and-ExperienceLab-have-the-methods-to-achieve-this.-They-show-a-genuine-passion-and-commitment-to-their-work,-and-to-ours!
Sony6Computer6Entertainment6
ExperienceLab-produced-several-key-messages-that-were-unexpected,-compelling-and-immensely-useful.-They-made-a-huge-impact-on-our-thinking-and-our-decision-making-processes.
BBC6News6Online
Having-used-many-user-experience-companies-with-varying-degrees-of-success,-I--found-the-work-conducted-by-the-ExperienceLab-team-to-be-of-a-higher-standard-than-others-in-the-industry.
Virgin6Media-
For6more6informa?on
If-you-would-like-more-informa6on-on-the-
DeepSight-methodology,-or-wish-to-
discuss-poten6al-projects,-please-get-in-
touch.--
66666Serco6ExperienceLab
22-Hand-CourtHolbornLondonWC1V-6JF
Tel:-+44-(0)20-7421-6499Email:[email protected]:-serco.com/experiencelabBlog:-experiencelab.info
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