Web usability, understanding user experience, online behaviour and decision making…

e-thnography is a groundbreaking approach which combines internet ethnography, remote web usability testing, and application sharing technology, to provide you with a unique perspective on your website from the point-of-view of your regular, or target, users. Rather than speculating how people find your site, how it compares to competitors, and fits into the overall internet user experience, or inferring user objectives, segments and usability issues from web analytical data, e-thnography enables you to make rock-solid decisions by observing natural online behaviour live, and discussing journeys directly with users.

Ordinarily, e-thnography projects involve 4-10 sessions, involving 1 participant, 1 moderator, 1 web usability expert, and a client web team. Each session takes 90 mins, beginning with a short interview where the participant defines their own objectives related to a specific web task, and then carries out their task under the remote observation of moderators and clients. The participant connects from home or other environment comfortable for them, and is not interrupted during the task: ensuring more authentic behaviour than studies conducted in a facility, or with researchers physically present. Immediately upon task completion moderators and clients can discuss any points of interest with the participant by reference to a recording of their journey, while it’s still fresh in their mind.

Our real-time e-thnographic remote web usability research service are facilitated using e-thnographer™, the only application in the world which enables a globally distributed team to remotely observe participants’ home surfing, and review a recording of their experience with them, whilst also gathering the analytical data required to properly analyse the journey. You and your team can participate in e-thnographer™ sessions from your home or office, and when the project is over, our expert e-thnographers will immediately send you all session transcripts and recordings, a summary of the models, goals & behaviours of the users, and specific recommendations on how to improve your website.