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Understanding Reading Behaviour
Empathic Research Design
As a research project with IDEOU, Brandcell team decided to look at the phenomenon of reading for children. How can we encourage children to read more? In order to subsequently find a way to do that, we â€‹started by gathering insight and inspiration to understand and better frame the challenge, in a step by step process across 6 weeks.
HOW DID WE HELP
Brandcell team, started by a first wave of observation, where we visited the homes of young children (aged 6 to12) to observe them in their natural environement as they go about their usual activities and see how they behave normally. Then, we undertook some in-depth interviews with individuals showing extreme behaviours, either novices, avid readers or outside of that age group, and tried to asses the situation from their point of view. After an exercise in empathy where we put ourselves in a comparable situation to feel what these children feel while reading in the over-stimulated and distracting environement they live in, a session of brainstorming was necessary where we put down all our thoughts as insights, and rephrased them so they become memorable, inspiring and non-obvious.

The ultimate point of such a research methodology; an empathic approach is to feel with our subjects and find inspiring ways to relate to them and thus motivate the team and the designers to want to create a solution for this challenge.
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DUR Hospitality-KSA
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RD Customer Centricity
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GlobeMed
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T. Gargour & Fils - MERCEDES-BENZ
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Roadster Customer Centricity Program
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BBAC Bank
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Kone
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Deek Duke
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Arabia Insurance
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Bouri Group/MIENTA
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Hey Pay
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Understanding Reading Behaviour
Services . Insights
Transmed
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Magrabi | Aura
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French Bakery
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Matta
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BLC
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Zaatar W Zeit
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