Azimuth Labs is an anthropology consulting firm offering product development, organizational culture, and corporate strategy consulting.
We help clients innovate new products or optimize existing ones by using ethnographic research to inform a product management and user experience (UX) practice.
We help clients define and execute change management strategies by using ethnographic research to deeply understand their work practice culture before changing it.
We help clients understand the competitive landscape and plan their business strategy by using ethnographic research to make sense of consumers and markets.
“Not Everything Valuable is Measurable”
DR. TRICIA WANG
HOW WE DO IT
Using mixed-methods research, including ethnography, we research the human experience and through the application of social theory, discover insights that enable your product development, organizational culture, and corporate strategy.
1. LISTEN WITH EMPATHY
We listen to your business goals and problems with intent and empathy, as we seek to understand the business needs from your perspective.
2. REFRAME THE PROBLEM
We reframe your business problem from the perspective of the people who interact with your products or work in your organization.
3. CONDUCT THE RESEARCH
We openly explore the problem space using ethnographic research methods to produce a thick description of the people behind your problem.
4. DISCOVER THE THEMES
We peel back the layers in the data to discover the root causes that produce observable behaviors, patterns, and beliefs of the people.
5. SURFACE THE INSIGHTS
We use the themes to produce insights that help your business understand previously unknown unknowns or poorly understood concepts.
6. DESIGN FOR CHANGE
We translate the insights into actionable tactics that you can use to create impact and enable your product, culture, or corporate strategy.