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We approached our research through group sessions, participant observation, and quantitative data analysis. As a result, we understod their lifestyle, relation to the digital world, and the extent of their use of digital channels in their daily lives. We matched these new groups with the company’s archetypes and defined four new clusters.
Our research allowed us to build an analytical model that enabled detailed information about the company’s channels and the interactions that take place in them, products, and services. Furthermore, our UX research and service design team created a methodology that successfully integrated qualitative and quantitative data.