Contextual visits
Contextual visits involve researchers going out to customers and chatting with them in a real setting. They are probably the most data-rich customer research sessions available. There is nothing closer to observing a real customer experience.
Contextual visits are best when
- The context affects a customer's experience. For example, a nurse using technology in a busy emergency room.
- Multiple people interact with each other. For example, call centre staff work together on a support call.
- If the location is the focal point and not the specific types of customers. For example, how different people keep busy at a bus stop.
- You want team members to experience what your customers experience. For example, getting team members to do mystery shops, visit bank branches or spaza shops
Examples of past contextual visits
Mystery shopper at clinics. Going to see what the experience is like for patients entering, waiting, and consulting at different government and private clinics.
Insurance broker walk-in centres. Visiting different walk-in centres across South Africa to learn from the brokers about what works and what doesn't in their local context.
Learning how merchants take payments. Chatting with different small shops and market stall owners about how they collect different forms of payment.
How people buy homes, ride along. We joined families on Sunday mornings to view showhouses to learn what makes a great home.
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How it usually works
Some of the many contextual visits we have been on