Ever since I first worked with Digital Eskimo (while I was working on the Future is man made site re-launch for WWF) I’ve really admired their approach to using qualitative research methods to underpin their work.
The research we did for the FiMM site was really valuable and useful – giving us a much clearer picture of where sustainability fits in people’s lives and what sort of site/support people would find most benefit in.
So, in starting down the path of launching a new business, I felt strongly about embarking on a research project to underpin the brand and product development.
Keep reading over the jump for more information about the research process.
Update: I was remiss in not mentioning that I was first introduced to the idea of ethnographic style research for business and the web by Stephen Cox, who is now doing great work at News Limited.