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Representing users, transforming services.
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Explaining ethnography

Ethnographic research is a qualitative method that sits between research and anthropology in which researchers observe - and sometimes interact - with your target users and customers in their real-life environment. In this article, we explore the benefits and pitfalls of this immersive methodology.

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Martha Schlee
Avoiding selection bias

Selection bias is a term used when a pool of research participants, or their subsequent data, is not representative of the target population you are analysing. A variety of simple mistakes can cause selection bias in social research and, unfortunately, this error occurs more often in projects than one would expect.

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Martha Schlee