How Anthropologists Elevate User Experience Research

Many individuals possess a vague notion of what anthropology is. Anthropology, simply put, is the study of human beings. But what they might not know is just how useful anthropologists are in the field of customer experience research. While distinct, anthropology and UXR complement one another with regard to gathering research data, scientifically interpreting findings, and communicating insights to stakeholders. 

Here’s how that looks.

A quick course in anthropology

In the United States, anthropology is broken down into 4 (and increasingly, 5) subfields. They are: 

• Archaeology – the study of humans’ interactions with objects and spaces through time (NOT DINOSAURS. That’s paleontology, the occupation of Ross from “Friends.”)
• Linguistic anthropology – the study of language use cross-culturally, and languages’ changes over time 
• Biological anthropology – the study of the evolution of humans and our other primate relatives, and 
• Cultural anthropology – the study of human beliefs and behaviors across cultures and through time.

For the past several decades, what some consider to be a fifth branch of anthropology has emerged:

• Applied anthropology – using findings and methods from the above four subdisciplines to help solve real-life, contemporary human problems – including those related to products and experiences. This is the subfield that plays so nicely with UXR.

Shared skills

The anthropological skillset is highly transferable to user experience research, an enriching career that appeals to curious team players who like to solve human-centered problems. Importantly, folks with a background in anthropology are also trained in the ethics of working with human participants, including protecting their privacy.

The ways anthropologists and UX researchers gather data intersect greatly. Shared methods include: 

1. Fieldwork – broadly defined as interacting with people to understand how and why we behave how we do
2. Participant observation – participating in, and observing, what people do in naturalistic settings or when charged with a task
3. In-depth interviews – gathering pain points, feedback, and opinions
4. Diary studies – asking participants to regularly document their behaviors and feelings
5. Surveys – drafted in a manner that is accessible to diverse participants, written using verbiage and sampling methods to provide accurate and reliable data

We analyze data to provide actionable insights. Analysis can be qualitative (usually focused on why people do what they do) and quantitative (what they actually do).

Small sample sizes can be used to provide quick and directional insights to identify patterns and trends – or larger sample sizes when statistical validity is desired or required. Rather, data analysis tends to rely on a nice combo of quantitative and qualitative data – or mixed methods research – to represent both what people do and why.

Cross-cultural perspectives

The definition of culture is open to interpretation, but at its core it involves people with shared beliefs and behaviors. While UX researchers target research to focus and better understand a targeted sample of the population, we also see the world through an anthropological lens, trying to improve the experiences of members of “subcultures" who meet specific criteria. 

These might include:

• IT decision-makers
• Owners of a vehicle model
• Household grocery shoppers

We then communicate what these participants have to say in an engaging storytelling form that clarifies what would improve their experiences. And in an increasingly connected world, we prioritize representing diverse opinions. 

Key Lime’s team

Woman- and minority-owned, Key Lime Interactive values a holistic approach to deeply understanding users’ behaviors and rationales for those behaviors. We employ researchers with diverse training and experience. including anthropologists with the ability to . With more than 14 years of putting people first, we offer actionable insights into past, present, and future users’ beliefs and behaviors – just like anthropologists do. 

We value a holistic approach to deeply understanding users’ behaviors and rationales for those behaviors, and the ability to communicate actionable insights deriving from these findings. As part of the UX Fellows Alliance, we have a long tradition of collaborating with international firms so we offer a vast global perspective.