the diamond group, ltd. specializes in observational research from ethnography to usability studies and shop-alongs. The key to observational research is to capture an authentic experience, to bring the audience or consumer to life, to help our clients get to know their customers better and to spark that aha! insight which comes from understanding someone’s world and seeing a product or service in context.

We like to get out, to observe and explore....whether it’s intercepting people while they shop or shopping with them, watching TV in someone’s home, driving with families as they run errands or watching people interact over a meal. We want to be where brands, lifestyles and choices converge, in the reality of people’s lives.

the diamond group, ltd. conducts usability studies in-home or in-facility, for beta-testing, product design or new concepts, whether it’s new technology or website upgrades.

Observational research studies can be conducted as a stand-alone project or in conjunction with other qualitative research or even quantitative research which the diamond group, ltd. fields with research partners. Observational research projects include a video presentation and written detailed analysis with recommendations.

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