Genbu is a research and consulting company with a qualitative approach. We at Genbu believe in human insight in business strategy. To achieve insightful knowledge, our work methods include ethnography, thick data and observational research. We are experts in qualitative research, human sciences and business strategy.
Genbu brings human-centered thinking into the core of our clients' business practices and strategy. Turbulent times in global markets may change the business environment very rapidly, resulting in yesterday’s models that don't apply anymore. We help you make the right decisions with new models based on human behaviour and real world understanding.
METHOD
The Human Aspect of Business
Our method is built on a deep case-by-case engagement with the human aspect of your business. We observe and engage in the everyday of your customers, employees and stakeholders to provide you with the knowledge your strategy requires. Our Human Aspect of Business method involves ethnography, interviews, observation, photos and videos according to your specific needs and schedules.
The information we produce can be described as thick data, in comparison to big data. While big data involves mechanic processing of vast quantities of data, thick data is about meticulously analysing more complex qualities of attentively selected data. Big data and thick data compliment each other to bring about the most robust knowledge about any issue.
The Process
RESEARCH
PLANNING
Before actual research, we plan how the research takes place, and set shared goals and timetables with our customer.
ETHNOGRAPHY /
DATA COLLECTION
The Human Aspect of Business –method includes elements like ethnography, interviews, observation, photos and videos.
ANALYSIS
All the collected data is analysed and connected to the big data. We also create key findings and full report for future use.
IMPLEMENTATION
The findings are implemented to company’s strategy and everyday use. Follow up meetings with us is taking place regularily.
APPLICATIONS
STRATEGIC
PLANNING
ORGANISATION
DEVELOPMENT
USER
EXPERIENCE
When your strategy is based on a solid foundation of customer understanding and human insight, you can build new products and services with confidence.
People are the key to success in every organisation. If people are satisfied with their jobs, understand their tasks and feel that their work has a meaning, they will perform to the best of their abilities.
To find the best solutions to complex design problems, UX designers need detailed information about how users interact with and what are their expectations toward a given technology.
NEW
MARKETS
CROSS-CULTURAL
STRATEGY
URBAN
PLANNING
People and trends change around us. Our human centric approach can guide you to new and unexplored emerging markets. The key to success is to understand the everyday lives of people.
When you are looking for new geographical markets, you can get a head start with our research team. Understanding the local business culture, the way of life and the behavior of people helps our clients get things right from the start.
Our method approaches the city from the citizen’s perspective and considers our shared dwellings as focus points of human interaction and social compromise.
insights
How are they reading your brand?
Each individual and each society will create their own semiotic ways of reading your brand. The messages you intend to send through your brand image are not the only ones being read.
Ethnography provides Thick Data for businesses
What is "thick data" and why you and your business should care, especially if you've ever only heard of "big data".
CONTACT
JYRI MÄKELÄ
CEO / Partner
+358 50 347 9195
jyri.makela(at)genbu.fi
JANI JOKELA
Partner
+358 50 466 5905
jani.jokela(at)genbu.fi
AATE AUTIO
Cross-culture Ventures Expert
+358 40 047 0229
aate.autio(at)genbu.fi
PETTERI LAASANEN
Ethnologist / Anthropologist
+358 40 5854081
petteri.laasanen(at)genbu.fi
ANTTI KIVIRANTA
Semiotician
+358 40 561 2085
antti.kiviranta(at)genbu.fi
VISIT US
Lutakonaukio 7 (4th floor), 40100 Jyväskylä, Finland
SEND US A MESSAGE
Would you like to hear more about how we can help you and your organisation to thrive? Send us a message and we'll get back to you as soon as possible.