Observation

What is this method about?

A research method that generates insights about customer behavior and experience by observing users either in the field (naturalistic) or in a laboratory environment (controlled). The observation method can be conducted formally or informally.

Why use it

This method allows organizations to learn more about customers' actual behaviors and experiences when interacting with a product or service—as opposed to learning from user feedback afterwards. Discovering these hidden insights can help teams to design more user-friendly experiences.

When should I use it?

Whenever there is limited existing knowledge about how a service is being experienced in particular environment, location, or even culture. Studies are usually conducted within existing service environments but can also be used to observe similar organizations with a view to establishing a new competitive offering.

What you get

Research team will generate documented insights in the form of a written report detailing how customers engage with the service, and identifying pain points and opportunities. Results will be used to ground the customer journey map.

At a glance

• Time: Long
• Effort: Low
• Cost: Low

Materials

• Whiteboard and marker pens for step 1 and 2
• An observation space (for controlled observation, a lab and for naturalistic observation, a room or open area depending on goals)
• Video/audio recording devices, pen and paper as note taking tools for recording observations
• Spreadsheet, word-processing and presentation software

Who is involved

• Researchers (observers) or Research partner
• Stakeholders (step 1)
• Customer Services Manager (optional)
• Product/Service Manager
• Customers to observe (depending on if a controlled or naturalistic study)