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. I want you to observe their usage of Smartphones specifically.
I want you to note:
1. Where did you go?
2. Are the majority of people on their smartphones or tablets?
3. Does it look like they are being productive or killing time?
4. If you can notice, what apps are they using (don’t be too creepy)
5. Is the smartphone enhancing the environment and experience around them? Or is it preventing them from fully being immersed in where they are?
6. Are they with other people? Is everyone in the group using smartphones? Or just some?
7. Is everyone engaged with each other?
Please post your answers directly to this blog post – and we can discuss next week. I look forward to the discussion.