EBs can influence behavior, perceptions, responses, and most importantly — decision-making.
We start by uncovering entrenched beliefs (EBs): Those deep-rooted, preconceived notions that define how we view a specific situation and act within it.
Our research uncovers EBs to surface insights and solutions rooted in the users’ experiences, and then we use immersion techniques to validate our findings. Once validated, we begin to form the strategic frameworks.
