Field Research & Observation

Field research is a way to gain a better understanding of, and perhaps a different perspective on, how your customers perceive and interact with your product and/or service. Pivot’s field research and observation methods deliver new insights and information about customer behaviour. Depending on the context of use, we may make audio, video, and image recordings, as well as take notes and use best-practice interview protocols to examine your real customers or users.

Our Approach

We deliver our findings using data visualization. The visually compelling format helps to outline key audience insights, inspirations and learnings. Some deliverables may include: visual reports outlining research observations and interviews detailing customer insights; a visual customer model of the day in the life of the user; customer profiles; usage scenarios, including task analyses and contexts of use; and a comprehensive workflow map of the total customer experience, including moments of truth or discovery of new ideas. This visual storytelling is a critical aspect of Pivot’s informed design process as it enables everyone involved to grasp the learnings quickly and concisely.

Benefits

• Provides living examples of the customers’ needs and expectations, as well as concrete data to ground design and feature decisions;
• Delivers in-depth understanding of your customer groups, goals, task flows, and user contexts;
• De-risks design investment and reduces the risk of costly changes late in the development cycle.