Ethnographic Research

Deep insights through real-world observation

We offer ethnographic research services to help you understand your customer’s lived experiences, behaviours and motivations in their natural environments, garnering deep, actionable insights. Our immersive approach goes beyond surface-level data, revealing the unspoken needs and pain points that drive decision-making.

Our unique approach combines empathetic fieldwork with expert analysis which derive qualitative and quantitative insights that are rich in context and actionable. By focusing on the “why” behind your customers actions, we deliver clarity and direction for product design, marketing strategies, and customer experience improvements.

Shadowing & Contextual Observations

Immerse yourself in your customer’s world through shadowing and contextual observations—a research approach that uncovers the raw, unfiltered ways people interact with products, services, and their surroundings.


By stepping into their daily routines, we capture genuine behaviours, reveal overlooked pain points, and discover opportunities for innovation. Connecting these insights with customer patterns allows us to design experiences aligned with how your customers truly act, not just what they claim.

    • Onboarding onto your industry and product

    • Identify and refine key personas for observation
      Research design and refinement based on your research objectives

    • Identify sites or processes for fieldwork to be conducted

    • Logistical preparation for site visits and fieldwork
      Site visits for observations and shadowing (2 full days)

    • Collation and synthesis of findings

    • Summary of field observations and recommendationsPresentation of findings and handover

Outcomes & Cost

Fieldwork

  • Raw notes and collated data

  • Photo and video documentation

Findings

  • Key observational findings

  • Summary of next steps

Indicative price from

$14,450

    • 2 full-day site visits

    • Conducted in English

    • Timeline: 2 weeks

Diary Studies

Unlock deep, long-term insights with diary studies—a powerful method for understanding your audience’s lives over time. Diary studies are perfect for capturing natural behaviors, attitudes and thoughts from your participants by removing researcher interference as much as possible.


At PSYKHE, we elevate diary studies beyond data collection. We translate authentic, self-reported experiences into actionable recommendations. From uncovering pain points to identifying moments that foster loyalty to your brand, we provide the clarity needed to design impactful and meaningful experiences.

    • Onboarding onto your industry and product

    • Research design and refinement based on your research objectives

    • Define recruitment criteria based on target audience

    • Begin recruitment with up to 15 participants

    • Up to 15 diary studies over 2 weeks

    • Participant onboarding and study commencement

    • Monitor diary studies and kick-start initial synthesis

    • Ongoing diary studies

    • Ongoing monitoring and synthesis

    • Collation and synthesis of findings

    • Summarised report of research findings

    • Presentation of findings and handover

Outcomes & Cost

Fieldwork

  • Self-reported raw data from participants

  • Photo and video documentations

Findings

  • Longitudinal findings over 2 weeks

  • Trends of participant behaviour

  • Actionable recommendations based on research insights

Indicative price from

$18,600

    • Up to 15 diary studies

    • Exclude recruitment, incentive and platform related fees

    • Timeline: 4 weeks

See our work in action

Work
Gathering cultural insights for placemaking
Gathering cultural insights for placemaking

We collaborated closely with local communities, gaining insights into their unique perspectives to inform the design of a meaningful placemaking program. Using agile methodologies, our team conducted immersive, on-the-ground fieldwork over one week, ensuring the program was deeply rooted in community needs and aspirations.

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Redesigning the service ecosystem for wildlife attractions
Redesigning the service ecosystem for wildlife attractions

How can visitors, staff and even the animals come together to build a better relationship with the planet?

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Have a project in mind?

Reach out to us today to discuss how PSYKHE's cross-functional teams can bring insights to life.