Observation Skills – Find the unspoken needs and wants of customers
Using observation skills to find the unspoken needs and wants of customers.
- Simple approach – Use feedback from customers (complaints, emails, etc)
- Go deeper
- Active Observation – get our of the chair/office and go to where the customers are
- Active Reflection – after the observation, go back and dig deeper in the information you gathered
- Use empathic (observational) design
- In-the-world observations (home, office, where the customers are)
- Trend Safari
- Ethnographic Studies
- Study of customers as a social group
- Customer segmentation/persona
- Structure of the customer tribe
- Wishes/desires of the tribe
- Fears/concerns of the tribe
- Observation of the tribe
- Study of customers as a social group
- Practice helps improve your observation skills
- People watching
- Are they alone?
- Are they an organized individual?
- Are they married?/Do they have kids?
- Are they a shopper or a buyer?
- Friends – in-house observations
- What is their task in music and art?
- What are their priorities (exercise, hobbies,etc)?
- Is there a gap between their professional and personal personas?
- For the above:
- What tribe do they belong to?
- Who else do you know is in the same tribe?
- How big do you think that tribe is?
- People watching
