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At Primitive Spark, inspiration begins with observation. Why is the woman in line at the bank juggling two phones and an iPod? Why does your favorite coffee house barrista have multiple Facebook accounts? What kind of consumer lusts after those spiky aerator sandals featured on Skymall? By conducting real world research we seek to understand the rationale behind the apparently irrational. In the process, we often uncover the seeds of new ideas and innovative solutions. Our fieldwork process includes:
- Ethnographic research
- Contextual inquiry
- Cross-disciplinary brainstorming
- Qualitative Research (focus groups, one-on-ones, intercepts)
- Surveys (phone and online)
- Usability Tests
Next Up: Strategy
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