Exploring the present,
shaping the future.
We research people, their needs and experiences.
Together with our clients, we build successful stories.
We help you answer important questions and make decisions that make sense.
People
TKO SU VAŠI KORISNICI?
Istražite tko su zaista korisnici vaših proizvoda i usluga, što im je važno, što ih pokreće i kako donose odluke.
Pomažemo vam dublje razumjeti korisnike i kupce te prepoznati potrebe i prilike koje se ne vide na prvi pogled.
Iskustva
KAKO DOŽIVLJAVAJU VAŠ PROIZVOD?
Istražite kako vaši korisnici i klijenti doživljavaju prostore, proizvode ili usluge. Što im olakšava, što ih frustrira i što primarno oblikuje njihovo iskustvo.
Otkrivamo kako prostori, usluge i proizvodi mogu biti bolji, održiviji i smisleniji za korisnike.
Tržište
KOJA JE VAŠA POZICIJA NA TRŽIŠTU?
Istražite vašu poziciju na tržištu kako biste razumjeli što se mijenja, što pokreće promjene i gdje se pojavljuju nove prilike.
Pomažemo vam sagledati konkurenciju, trendove i potrebe potrošača.
Društvo & kultura
ŠTO SE DOGAĐA U ŠIREM KONTEKSTU?
Istražite širi društveni i kulturni kontekst u kojem ljudi žive, razmišljaju i djeluju.
Pratimo vrijednosti, stavove, norme i promjene u društvu kako bismo razumjeli što oblikuje ponašanje danas i što bi moglo oblikovati sutra.
Our process starts with a question and ends with actionable recommendations.
01
Defining the question
Together, we define what needs to be understood and which decision the research needs to support.
02
Designing the research
The approach, methods and participants are selected to best fit the research question.
03
Conducting the research
Data and people’s experiences are gathered through a range of research methods.
04
Analysing and interpreting
Patterns are identified, findings are connected and data is turned into meaningful insights.
05
Providing guidance
Insights are connected to the business context, with clear recommendations for the decisions ahead.
human factor brings a human-centred perspective to product and service development
human factor is an independent research studio imagining a future where spaces, products and services are built on a genuine understanding of the needs of the people who use them.
Certified by the Nielsen Norman Group in UX design, our work is guided by the principles of human-centred design and design thinking.
We believe our work does not end with insights, but with guidance and recommendations that lead to better decisions, solutions and experiences.
Initiate a Productive Dialogue
Human Factor, obrt za istraživanje, produkciju i usluge, vl. Klara Tončić
Erazma Barčića 13, 10000 Zagreb, Hrvatska
CONTACT
human@human-factor.hr
+385 98 9630 786
Photos by Siniša Glogoški© 2026. human factor. Sva prava pridržana.