Customer Insights & Research

The value of empathy.

“Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task.” — Tim Brown

Understanding your customers and users puts them back at the center of your organization and its processes. The right insights allows you to:

  • Find opportunities to innovate
  • Improve experiences
  • Enhance existing solutions
  • Reduce development uncertainty
  • Improve process efficiency
  • Increase organizational resilience
  • Make better decisions

U.SENTRIC has extensive experience gaining insights into customers and users of different organizations in a wide range of industries.


Logo Roche SVG

Roche collaborated with us to gain insights into the lives of their patients who were severely affected by a blood disease. Ethnographic research took our experts to all corners of the country, and we discovered the life stories of the patients and their families. Through these stories, we gained deep insights into the patients' expectations                                  and aspirations. These insights became the basis of the strategic approach to improve                                  the quality of life of these patients.

ZOL logo

The hospital wanted to understand the experiences of patients in a specific department. Our experts shadowed and observed medical personnel as they went about their daily business and interviewed patients on how their experiences could be improved. The                                  outcome was used to co-creation sessions with internal employees to set up new                                  projects.

Our approach

1. Tailored to your project

There is no one-size-fits-all approach, because all organizations, customers, and challenges are unique. The approach and creative method we use depends on whether the focus is on users, experts, or internal stakeholders. We align with you on tools, techniques, participants, location, and timing.

2. Rooted in understanding

We don't assume to know your problem, but we do know how to understand it thoroughly. We observe, explore, and interact with your customer, user, or stakeholder to provide you with advice-based on facts and real-life experiences.

3. Broad experiences & expertise

Your challenges deserve the best. We have a multidisciplinary team with strong roots in human-centered design and extensive experiences in different fields with organizations both large and small.