Human Factors and Ethnographic Services

With the addition of our new research partner - Human Factors Engineer/Ethnographer, Paul Sorenson - Market Decisions has expanded our Human Factors consulting services and products. We can assist you with all you need to ensure your evolving product designs are innovative and deliver ever-increasing value and user satisfaction. We can provide:

  • Task assessment, workflow analysis, heuristic evaluation
  • Lab experiments (usability, perceptions, eye-tracking, media quality, user experience)
  • Observational research (ethnographic, contextual inquiry, diaries, shadowing)
  • Interactive research (elicitation, physical analogy, structured interviews, focus groups)
  • Opportunity assessments
  • Literature review
Paul Sorenson conducted his PhD work at the University of Texas, and received his masters from University of Oregon. Paul has over two decades of human factors engineering experience, working for the likes of Intel (14 years), IBM, Lockheed, and Hewlett Packard. His interdisciplinary studies include Biology, Linguistics and Human Experimental Psychology.