U1 Group



U1 is Australia's longest standing independent experience research and strategy consultancy. Since starting out in 2001, we have delivered thousands of projects, providing us with the opportunity to speak directly with tens of thousands of people.

During this time, we have had a front-row view of the ever-increasing role that digital plays in product and service delivery, from bit player to the lead role, and most importantly the impact this has on the human at the centre of it all, your customers.

Drawing on our collective experience and expertise, our purpose is to act as an objective, collaborative partner. Providing you with the evidence-based perspective and understanding needed to make informed decisions about your experience design.

Company Facts

Founded Employees User Researchers
2001 6 4
Founded Employees Researchers

Services Offered in Australia

Qualitative Research
  • Quantitative surveys
  • Depth interview
  • Contextual interviews
  • Contextual observation
  • Mobile ethnography
  • Diary study
  • Card sorting
  • IA validation
  • Usability testing (moderated and online)
  • Service walkthrough
  • True intent
  • Persona development
  • Experience maps
  • Future state user journeys

User Research in Australia

Key Points about the Australian Market

Challenges for recruitment of research participants:

Summer is from December to February. Most businesses will close for at least a two-week period over Christmas and New Year, including all recruitment firms. The main school holiday break runs from late December to late January which can make recruitment for all types of participants difficult during this period.

If a public holiday falls on any day other than a Wednesday, it is common for many to take an extra day of annual leave on either side of the public to make for an extra-long weekend.

Cultural pitfalls and solutions, how to’s, typical response behaviour:

People often make the mistake of thinking that Sydney is Australia's capital city, when in fact it is Canberra. Australia was colonised by Europeans in 1788, but what is often overlooked is that the country was already inhabited for over 65,000 years by a diverse indigenous population consisting of many Aboriginal nations.

There is a strong rivalry between Melbourne and Sydney that it is important to be aware of.

Typical response behaviour and how to deal with it

Australians will tend to be direct in their feedback, and can seem somewhat blunt. Do not be surprised if a participant counts their incentive in front of you before they leave the research room.

Australians are generally open and friendly in their greeting and will expect a casual, yet respectful, greeting when they arrive to participate in research.

The Australian Market

Inhabitants:25,415 Million

Reachable Cities in Australia

Cities:All capital cities - Melbourne, Sydney, Canberra, Brisbane, Adelaide, Perth, Hobart Major and regional towns if required.



Ground Floor, 119
Ferrars Street South Melbourne
3205, Melbourne, Victoria

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