Human Factors

Distinctly different from traditional linear market research approaches, this capability enables us to take more precise leaps to envision and shape what the future might look like in a more human-centered way. We create a foundation of insight about people, culture, emotion, and life to ground our thinking.

Human factors practitioners and design researchers at IDEO specialize in gathering insights, researching behaviors, and conducting qualitative fieldwork. We lead teams through analysis and synthesis to interpret the meaning behind what we’ve seen and experienced in the field. The strategies we employ translate the particular insights from the field into design principles and frameworks that can be universally applied. In an increasingly global market, our methodologies produce outcomes that are both sustainable and contextually relevant. 

Types of Projects We Work On