Trinidad Wiseman


Leading user experience design and strategy company in Estonia specializing on human-centered e-services and systems that are bigger and more complex than the average.

Top services: UX research, strategy and design, business analysis, service design, software development.

Their strength lies in the ability to take various user groups and stakeholders systemically into consideration. They leverage multiple methods and disciplines such as design and systems thinking, business analysis, service design and modern software development methodologies to overcome the problems of complex system design.

Trinidad Wiseman provides a full range of user research services and usability testing facilities. They think that research is essential to understand audiences from a deeper perspective and create a tool, service or product that accomplishes user’s goals and draws their loyalty.

The user researchers are experienced with both qualitative and quantitative methods and are experts in finding the hard to reach target groups. The moderators are trained to ensure the participants are engaged and listened to. Their designers and analytics create easy-to-use prototypes and write easily readable research reports.

Company Facts
Founded Employees User Researchers
2007 86 35
Founded Employees Researchers

Services Offered

Qualitative Research
  • User interviews
  • Stakeholder interviews
  • Field studies
  • Eye tracking
  • Navigation testing
  • Customer journey maps
  • Moderated forums and focus groups
  • Usability testing (lab, field, remote)
  • Co-creation workshops
  • Competitive analysis
  • Card sorting interviews
  • Prototype feedback & testing
  • Accessibility review & testing
Quantitative Research
  • Navigation tests
  • Usability issues spotting from usage statistics
  • Google analytics review
  • Surveys
  • Search-log analysis
  • A/B testing
  • Prototyping
  • Persona building
  • Navigation design
  • UI design
  • Graphic design
  • Accessibility assurance & consulting
  • Business analysis
  • Service design
  • UX content (microcopy)
  • Living style guide development
  • Requirements & constraints gathering & documenting
  • User stories development
  • Design review
  • KPI tracking systems

Key Points

Doing Research in the Estonian Market

Languages research can be conducted in:

English, Estonian, Russian, Latvia and Lithuanian.

Challenges for recruitment of research participants:

Recruits can become more difficult, when the weather is nice (especially late Spring and Summer).

Any other information that a foreign researcher might find useful

Perfect test-market. Estonia is a small country with only 1.3 million citizens, which makes it a perfect test-market to gauge the viability of a product or service in the mass market prior to a wider scale roll-out.

Estonia is e-society and was named “the most advanced digital society in the world” by Wired. 88% of the population use the internet regularly.

Estonia is one of the top countries that has the most startups per capita established than anywhere else in Europe!

Typical response behaviour and how to deal with it

Estonians are known for being silent and reserved. This is not fully true, though. They take their time to get to know you and if it all works out, they open up!

You should also pay attention to the language you use. Asking a general question will almost get you no answers, so be specific in your inquiries.

The Estonian Market

Inhabitants:1,303 Million

Reachable Cities

Cities:All major cities in Estonia, Latvia and Lithuania.



Address:Akadeemia tee 21/4
Tallinn, Estonia

Phone:+372 6311111

Map Mask