Developing foundational insights around 'sharing'

Challenge

With an enormous amount of data about sharing globally, but no deep qualitative understanding of what sharing means to people, our client, a global social media company, asked us to conduct their first in-depth global ethnographic research.

Our Approach

We conducted digital diary studies in the US, Brazil, India and Thailand to gain initial insights. We held in-home interviews with selected participants to understand fundamental drivers, barriers and social norms around sharing, online and offline. We worked together with our client to elevate the research findings into new, tangible service ideas to pursue

Impact

Our insights have been adopted by the development teams to drive the evolution of the core application and design new offers that enhance the user’s sharing experience.