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Case Study 1: Cooperative Encounter

Retail Industry

Problem:
In a series of “pair” interviews about a clothing store, respondents talked about their shopping behaviors with ease, but had a difficult time describing why they liked or disliked certain aspects of the store. The research findings were too general to be useful.

Solution:
To give the respondents a greater awareness of their experience, we invited them to put on the hat of "researcher" and went into the field with them. Respondents were instructed to pay particular attention to their thoughts, feelings, reactions, and so on, as they shopped. Back at the respondents’ homes, after 30 minutes of shopping, we spoke together about the experience. By allowing the respondents to become part of the research process, not only did they gain more understanding about their experience, they were excited to share their stories and talked with ease about sensitive issues such as class, culture, and weight.

Outcome:
Inviting respondents to become collaborators in the research process gave them the impetus and space to offer complex and intimate commentary on their private and public needs. 

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Case Study 2: Creative Encounter (Auto Manufacturer)