• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 3. Knowing Your Customers: Princ... > Observe and Interview Customers

Observe and Interview Customers

Techniques for observing and interviewing customers can be quick and informal, consisting of conversations over coffee, or having customers show you what they do now in their homes or at work. We have found that most people are willing to help, especially if you explain that you're using the information to improve your site for them. And paying for coffee or lunch doesn't hurt.

Ethnographic Approaches Can Be Used to Observe

Ethnography is a more formal technique used in sociology and anthropology to observe and interact with people. Ethnographers study people in their normal environments. The advantage that ethnography has over techniques such as interviews and surveys is that you can watch what people actually do, as opposed to what they say they do. You can also ask them questions while they show you what they do, to verify your inferences. You can see the people with whom they communicate, the tools they use, and the kinds of things they create—things that may be difficult for participants to remember or explain when taken out of context. Although a rigorous ethnographic observation can be difficult and time-consuming, a more informal and “ethnographically inspired” field study can be fast and still yield valuable information that can drive the design.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint