10 March 2012

Health and ethnography: don’t just ask, watch

Be the first to share

When it comes to health, consumers’ complex and contradictory behaviour makes observational research highly valuable, says Ipsos Mori director Oliver Sweet.

“Observation allows researchers to look at healthy behaviours that are often hard to articulate, such as the emotion attached to food, or when we are most likely to make changes to our lives. These emotional aspects of health have their roots in a mesh of social and cultural norms, influenced by friends, family and society. These can’t really be accessed by people telling you – you really need to see them. Through observation, for instance, we have understood how buying local produce in Australia is part of a healthy routine, how collagen cream in Brazil offers a pseudo-medical answer to the quest for beautiful skin, and how praying to ancestors in Japan sets people on a positive mental path for the day. None of these activities is inherently ‘healthy’, but they are certainly part of a healthy lifestyle.”

Read article

Be the first to share
23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”
Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity - but they have …
14 April 2016
Anthropology is not only undersold, it’s misunderstood
Dr. John Sherry, Director of Business Innovation Research at Intel, says in an long profile on Epicpeople that anthropology is not only undersold, but also misunderstood: People too often talk about ethnography as a tool for …
8 April 2016
On the need for ethnography in user experience design
Michael Thomas of Ford Motor Company argues in a thoughtful personal piece that User Experience design is greatly enhanced by establishing classical ethnographic methods as foundational for defining the domain of design intervention. How can UX …
2 April 2016
A selection of Interaction 16 videos
In this post we highlight a number of Interaction 16 conference videos especially relevant to the Putting People First readers. They are grouped thematically. Algorithm-inspired design Crowds, algorithms and computations: The new materials of design - Matthew …
2 April 2016
Special Issue: Digitised Health, Medicine and Risk
Health Risk & Society is a new international scholarly journal devoted to a theoretical and empirical understanding of the social processes which influence the ways in which risks are taken, communicated, assessed and managed in …
1 April 2016
Financial Times: the inflation enigma requires ethnographic analysis
Gillian Tett is the Financial Times' US Managing Editor, a very frequent writer, and an anthropologist. Her column this week unconventionally argues for on-the-ground ethnographic research on people's expectations on inflation: What we need is not …
30 March 2016
Six more UX-related articles on PMLive
PMLiVE continues to inform us about UX approaches and developments in the pharmaceutical industry (older series of articles here): Why health psychology should inform pharma strategyv Ella Nuttall - 30 March 2016 We asked Ella to explain why …
8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution
One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]

1 March 2016
Singapore’s main newspaper on Experientia’s design with the elderly

Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
See all articles