"Consumer strategy business consulting for others in the fields of ethnographic research-derived insights to identify or improve product and service opportunities, defining a value proposition and using low-fidelity design and prototyping techniques to identify and prove out ideas that will lead to viable product and service opportunities, qualitative and quantitative research of prime sources and secondary sources, and establishing product/service evaluation frameworks, designing user flows, user stories and user interfaces,"

Unlike technological innovation or business model innovation, people-centered innovation is the application of ethnographic research-derived insights to identify behaviors (both motivations, triggers, and observed behavior) that identify opportunities to create and improve product and service experiences. By defining a value proposition and using low-fidelity design and prototyping techniques, we can identify and prove out ideas that will lead to viable product and service opportunities. Processes include qualitative and quantitative research of prime sources, research from secondary sources, establishing evaluation frameworks, designing user flows, user stories, user interfaces, prototyping and software development, conducting user testing, and product incubation