Human Insights Projects
Human Insights = Cultural Analysis
​Cultural analysis examines the beliefs, behaviors, and social contexts that shape how people think, act, and decide. Rooted in anthropology and ethnography, it helps us uncover human insights — the deeper motivations and unmet needs behind customer behavior — bringing empathy and context into business decisions that quantitive data alone can’t explain.
Tools and Methodologies
How do I uncover
the deep human insights?
-
In-depth Interviews – Exploring personal experiences, values, and motivations
-
Participant Observation – Immersing in real-life settings to understand behavior in context
-
Walk-along Interviews – Gaining insights through movement and spatial interaction
-
Mobile Ethnography – Capturing in-the-moment experiences through participants’ smartphones (photos, videos, voice notes)
-
Focus Groups – Uncovering shared norms, tensions, and meaning-making in groups
-
Experience Mapping – Visualizing user journeys, touchpoints, and pain points
-
Ethnographic Fieldwork – Long-form observation and immersion for cultural depth
-
Cultural Probing – Using creative tasks or stimuli to surface latent behaviors or meanings
-
Desk Research – Reviewing cultural texts, symbols, trends, and secondary data
-
Survey + Qual Hybrid Design – Combining depth and scale for triangulated insights
-
Thematic Analysis – Identifying recurring patterns and narratives across qualitative data
-
Semiotic Analysis – Decoding signs, symbols, and cultural codes in media or communication
Usability and Inclusivity of Urban Space Design
in the face of Aging Society
Consulted for Bexcom
This research project was conducted for the design consultancy Bexcom, focusing on how urban space design can better serve an aging society. Using an anthropological approach, the study combined walk-along interviews, field observations, and experience mapping to capture not just physical accessibility, but also the lived, sensory experience of navigating the city. Mapping techniques were central — revealing how subtle design choices, such as shifting surface materials (from gravel to wood to uneven tiles), impacted usability for older adults. The final deliverable included a detailed report and experience map, offering actionable recommendations to bridge the gap between design intentions and real-world needs.
Human-centered HR Research
Consulting for DAMVAD Analytics
As an External Qualitative Consultant for DAMVAD Analytics, I led a human-centered research project addressing an internal HR challenge within the organization. The work involved designing and executing a multi-method research approach — including in-depth interviews, focus groups, surveys, and observational studies — to surface key insights around employee needs, motivations, and behaviors. I played a central role in defining the problem statement, translating complex internal dynamics into actionable insights, and delivering a final report with strategic recommendations. The project strengthened alignment between HR and employees and supported improved internal experience design. I also supported client management and overall project coordination throughout the engagement.
