Contextual Research
Observe real user behaviour in their natural environments to uncover deep insights into motivations, tasks, and constraints. This method reveals not just what users do, but why — helping teams design with empathy and precision. It’s especially valuable for complex services, new propositions, or when assumptions need to be challenged through real-world understanding.
When to Employ This Service
Use when you need to understand real user behaviour in situ — particularly useful in early discovery phases or when designing for unfamiliar contexts or environments.
Outcomes & Benefits
Understanding users in context helps uncover the real behaviours, workarounds, and moments of friction that surveys and lab tests can miss. It brings clarity to complex journeys and avoids designing in a vacuum.
Richer insights into user environments and behaviours
Early identification of unmet needs and moments of friction
Grounded design decisions that reflect real-world use
Reduced risk of product misalignment
Increased empathy and buy-in across teams
Approach
I observe users in their natural environments to uncover hidden behaviours, workarounds, and contextual influences that typical testing misses. The goal is to capture reality, not just self-reported perception.
Scoping: Define research goals, locations, and participant criteria
Immersive Fieldwork: Conduct on-site or remote observations and interviews
Insight Synthesis: Identify patterns, behavioural drivers, and friction points
Reporting: Deliver actionable insight summaries and real-world implications
Typical Deliverables
Discover
In-situ observation summaries
Environmental and workflow mapping
Raw artefacts (photos, transcripts, audio/video with consent)
Define
Contextual inquiry reports
Behavioural insight themes
Design opportunity statements