Market Research and Ethnographic Observation Training

Primary Research

Research that produces new data through methods such as interviews, focus groups, surveys/questionnaires, and participant observation.

Secondary Research

Existing research used to understand a market more broadly, including library resources, articles, statistics, and government websites.

Ethics in Research

Research must be conducted ethically, ensuring the well-being of participants and avoiding sensitive topics.

Observation Framework

A structure covering five elements (people, objects, environment, messages, services) to identify opportunities from interactions.

Persona Template

A tool used to filter collected data into a summarized format for ideation, based on insights rather than conclusive evidence.