Observation

This tool helps you analyze the behavior of your target audience by observing them in their natural environment in their natural context in a non-manipulative manner. The data collected in this way contributes greatly to the credibility of the field research study, since the data is derived from people’s actual experience.

Make Preparation

Think about the questions you will seek answers to with this tool and make a list of who, where and what you need to observe.

Decide which tools such as notebooks, cameras, voice recorders, etc. would be appropriate for recording your observations and procure them. It is a good practice to rely as much as possible on visual (photographs, videos) and auditory (audio recordings...etc.) elements, as this facilitates both recalling and communicating your findings.