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 based on business anthropology, which studies business in it's own environment. It reveals the real relationships between your organisation and clients and investigates what the products or services need to succeed. We observe everyday actions of your customers and organisation to provide you the knowledge whats really happening and why in your organisation.
Anthropological techniques give new insights, that can help achieve growth or re-think processes. They go beyond data collection, analysis and reporting and offer a powerful method to align more closely with customers and employees. Seeing things in new light can be the key to solving business problem, finding unimaginated oppoturnities or creating better customer experience.
The Process
RESEARCH
PLANNING
Defining the context for the study.
Planning how it takes place and who / what to include.
Choosing the best methods.
Scheduling
COLLECTING
INFORMATION
Observation
Deep interviews
Collection of data
Photos, videos, notes, customer diaries
Day in life -approach
ANALYSIS
All the collected information is analysed.
The key findings and the relevant guidelines are created.
The findings are offered in usable form to customer.
IMPLEMENTATION
The findings can be implemented to everyday actions or development processes together with a client.
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
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