Field StudyDive into the user's life.
Observe users in their natural environment to gain insights into their behavior, preferences, obstacles, and more. Additionally, within field studies, specific questions can be asked within these social contexts. The observations help to understand how potential digital products and services could best be integrated into the daily lives of the users.
- Find people in the user group who agree to be observed. Ideally, they also agree to be filmed during the observation so that the team conducting the observation can also analyze statements and behavior after the fact or discuss them with others. There is also the opportunity to conduct field research as a silent observer ("fly on the wall”). In this case, the user is not briefed, interfered with in his processes, or subsequently questioned. The observers obtain their overall impression of the situation.
- Guide the selected participants one by one through the upcoming day's schedule. Make sure that they feel comfortable and are not influenced so that the data to be obtained and the behavior of the users are as realistic as possible.
- To document the observations during the field study, the person conducting the study should have a notepad or similar at hand. The additional documentation with a camera is especially important if the study is conducted by only one person. The handwritten notes can be supplemented afterward by viewing the video material. Please keep in mind: participants may feel uncomfortable or even nervous with cameras pointed at them, which in turn may lead to unnatural behavior. Therefore, if possible, make sure to document inconspicuously.
- Arriving at the location of the Field Study, they again give the users a short introduce. In this context, point out to them that they should behave as they normally do. Retreat into the background and be a silent observer.