Spark Research Collective

🗣️ Did you realize that your own employees can be an incredible source of informal user experience insights?? 🤯

👩🏿‍⚕️👩🏼‍🍳🧖🏽‍♂️ particularly in hospitality, health & wellness, and customer service, your customer-interfacing staff members are constantly conducting informal "research" with customers. They know what questions people are asking! They know what customers complain about! They know what services your guests wish you provided!

📊🧑🏽‍🔬Working with a trained UX research team can help you tap into these informal sources of knowledge to quickly and efficiently produce strong, data-driven, and actionable user insights.

⚠️ Of course! You’ll get more accurate research insights by also conducting first-hand studies by a trained researcher, but employee-driven observations can be a great solution for yielding quick results if you have time and/or budget constraints for your project!

Check out our most recent blog on Customer Personas for a free download of this worksheet that will help you get started brainstorming which demographic and behavioral categories users of your products and services fall into! 👳🏼‍♀️👱🏾‍♀️🧑🏾‍🦲👨🏻‍🦱👩🏻👴🏿👩🏼‍🦱

Also known as avatars or profiles, customer personas are a useful format for channeling demographic and behavioral research about your users. 👩🏾‍🦰🧑🏼‍🦰👨🏻‍🦰🧔🏿‍♂️👳🏿‍♂️👨🏾‍🦲🧔🏼‍♀️🧓🏽

Check out our most recent blog for more info!

Meet Daniel, a vital member of the Spark research team and read about his journey from to to Spark and how he fell in love with solving hard problems! We're so happy you're here, Daniel!

The first thing we do with any client is collaborate to transform their needs into research questions!

Through an initial discovery with the founders of the Ekilu app, we developed 3 research questions to guide our project:

1) What does "healthy eating" mean, and what value does it have, for the intersectional demographics involved in this study?

2) What goals do users have for their home meals, and what logic do they employ in meal planning and prep to reach those goals?

3) What pain points do users face in reaching their shopping/eating/cooking goals?

Learning the answers to these questions through strategic research allowed us to make recommendations about how the information on their app was organized and presented to better appeal to their target user demographic.

With our clients’ permission, we’re sharing some case studies on our website to show y’all some of the project work we’ve been up to and give you a taste of our process when we’re working with a client!

Featured here is some of the work we did with Nooddle (now Ekilu since we worked on a rebranding project with them!). Through a survey and a series of ethnographic interviews, we helped them discover Hispanic Texans’ healthy eating beliefs, grocery shopping habits, and home cooking pain points.

The research we did for Ekilu gave their founders key insights to understand their value proposition in a new market. This allowed them to rebrand and redesign features of their app to successfully speak to the values of that market’s users.

Curious about how we got our inspiration to start Spark!? Check out our newest blog post!

If you want to talk more about any of the topics covered in the post OR you know someone who might benefit from the services we offer, please reach out!

The Spark Story: How three anthropologists found consulting — Spark Research Collective At Spark, we strive to not only help businesses achieve their immediate goals, but to establish lasting resilient bonds with our clients, teammates and communities through our work. Using our team’s diverse skill sets, we aim to become experts on your business and your product or service so that w

why though?!

humans are complex and our reasons for making decisions are often an intricate combination of many different motivational factors.

Link in bio to our new blog post about asking all the right questions!

Ethnographic research is an anthropologist’s most important tool in understanding a person’s world.

So what happens when the world is virtual and the people are avatars?

Online ethnography is a new technique for researching online social worlds and the people who inhabit them—(all of us!)

Our website has been getting a polish, swing by to see the new look we’ve been working on!

www.sparkresearchcollective.com

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