Methods

The 5 Whys is a root cause analysis technique that drills past surface symptoms by asking "Why?" repeatedly to uncover the true underlying problem.

The 5W1H method systematically breaks down design problems by answering Who, What, When, Where, Why, and How to build shared understanding.

Behavioral Mapping tracks how people move through and use physical or digital spaces over time, revealing traffic patterns, bottlenecks, and underused areas.

Contextual Interview observes and interviews users in their real environment to uncover workflows, workarounds, and unspoken needs firsthand.

Cultural Probe provides participants with kits of cameras, diaries, and prompts to self-document their lives and experiences over time.

Ethnography in the Field immerses researchers in users' real environments to observe behaviors, routines, and cultural context firsthand.

Expert Interviews tap subject matter experts for specialized domain knowledge, helping teams navigate unfamiliar problem spaces quickly.

Focus Groups gather 6-10 participants in moderated discussions to explore attitudes, opinions, and perceptions about products or concepts.

"I Wish That..." captures unmet user needs and desires through an open-ended sentence completion technique that surfaces honest, creative feedback.

In-depth interviews are one-on-one, semi-structured conversations that uncover user motivations, experiences, and decision-making in rich detail.

Information Horizons maps the sources users consult when making decisions, revealing trust hierarchies and information-seeking behavior.

Keyword Analysis examines search queries to reveal how users think about and look for products, informing content strategy and site architecture.