User Research and Design Research
Understand Your Customers
Midwest Research identified the needs, behaviors and goals of your users and customers through ethnographic interviews and observations. We can talk to people who already use your product or service or people who you would like to become a customer. We will even speak with people who had a bad experience and determine what can be done to improve it. We observe people in their home, at school, at work or wherever they will be using your product.
Midwest Research spends time with your users to understand their needs and the situations in which they will use your product. We then explain the user’s needs clearly to your team so that the right design is created.
Research Services:
- Observations and ethnographic field research
- Interviews and contextual inquiries (in person or phone)
- Mental model creation based on the user’s needs
- Focus groups
- Persona and profile development
- Card sorting
- Participatory design sessions
- Surveys (web and phone)
Marketing Research Services:
- Competitive studies
- Focus groups
- Customer experience management (CEM)
- Surveys
- User segmentation