The HauckEye Connection
Immersive Ethnography
Get a detailed exploration report of how your customers think and behave.
I’ve become very subtle in hiding my video recording activities from those in the surrounding area. During my recent process improvement, the path to purchase, and ethnographic outings, I have used everyday electronic products to hide my recording equipment. The respondent is alerted that I am recording, but I hide the equipment from everyone else to maintain a natural environment. This allows me to talk to the respondent about things happening in real-time and genuinely understand their experience. My less invasive approach has allowed me to experience the respondent’s events and ask questions as the experience unfolds. I’ll eat with them, shop with them, get their cars serviced, and choose blood gas analyzer features with them. I experience their experience in real-time and gain a much deeper understanding of the topic. My approach has been used in various engagements in retail, hospitality, and a wide variety of business processes. Anywhere there is an experience, I can make it better.
Real Case Senarios
Buying Light Bulbs
Remember when buying a light bulb became complicated with LED lighting. I helped clients educate their target consumers to drive them to choose their products in a big box hardware store. How? Respondents were interviewed at home or work, then shopped for light bulbs in markets throughout the US. Today you can still see our solutions in displays, product organizers, and packaging that help explain complex concepts such as color, lumens, technology, programming, and more. Having experience with the customers exposed a wide variety of missing components.
Casual Dining
In the competitive casual dining category, my client wanted to understand the experience at their restaurants and key competitors’ restaurants to move occasional customers to regular or heavy users. I took a wide variety of individuals and small groups out to lunch, happy hour, dinner, or late-night drinks in five markets. The restaurant staff had no idea I was conducting research. I experienced dining with the customer and was able to identify a wide variety of new approaches and opportunities for my client to become more competitive. The client is continually implementing my ideas in their restaurant.
Business to business
Regularly, my client, who makes machines the size of a large room that analyzes human fluids, is required to make a case for system changes. By following each Lab Director around for two days, I fully understood their experience and pain points while using the current version of the product.
My process allowed the Lab Directors to identify almost 100 processes, products, systems, and software improvements for the specifications of the next-generation blood gas analyzer.
Human interaction is a beautiful thing.
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Experience has taught me the better alternative to the imfomous MaxDiff.
Developed the best process for serving customers with a Points of Truth Analysis.