Observation

Observation of people in their natural habitat, where they live, work, travel, relax, purchase or consume goods, is a powerful tool for capturing the "telling details" which shed light on people's behaviour, its patterns, causes and motivations as they interact with products, services or spaces.

What people say and what people do are often radically different.

Observing how they actually interact with products, services and spaces along the various steps entailed in their journey will not only validate views and opinions expressed by them during in-depth interviews, but will also complement, clarify and enrich the understanding of what people do and why they do what they do.