Observation is a simple, yet powerful tool, in the field of Marketing Research and business in general. Walking in your customers shoes, and experiencing what they experience, helps managers develop products and services that better meet the needs of their customers.
Observation is also a key component of human-centered design, or ethnographic research. By observing customers in their natural environment, key things can be learned that otherwise may go unnoticed in a lab or in a focus group. See the example below on how Nordstrom’s designed an app in their stores, learning from customers as it was developed.
Today, observation is difficult because we are often distracted by technology, and not paying attention to the world around us. For this assignment, I want you to explore the world around you, around us, on campus, and observe humans in their natural environment for a few moments to see what you learn. Go to one of the locations below:
2. Market Square Coffee Store, etc
3. Point Park Cafe
While there, I want you to observe the people that shop or visit these locations. I want you to note:
1. What type of person visits this place (demographic, behavioral)
2. Do they stay or do they go?
3. What type of items do they buy?
4. How do they pay for the items?
5. How would you describe the checkout experience?
6. Could you sense any frustration on the customer’s part?
7. Do you have any ideas to improve the buying process?
Please post your answers directly to this blog post – and we can discuss next week. I look forward to the discussion.