Contextual Inquiry
What is it? A research method that involves observing people in their natural context (in person or remotely for some topics), and asking semistructured and or unstructured questions about the behavior/experience within the context of the topic you are studying. The goal is to observe and gather more realistic and immediate feedback to understand the broader context or more specific task-based experiences.
When is it best used? When it is important to gain a deeper and more detailed understanding of the product or service in the natural circumstances / setting of that product/service.
In person uses for contextual inquiries include those conducted when the product is used in a difficult to reproduce setting, or if little is known about how users behave under natural conditions. Examples of contextual inquiry include assembling an IKEA high chair at home, shopping for a specific diet at a supermarket, or using new conference software in the workplace. A remote example may include completing a task on a website or app, or completing another set of tasks.
What does it entail? The researcher observes the participant as they use the product/service/website or completes a task in their natural environment for using the item being studied. They ask questions prompted by their observations and driven by the objectives of the study.
Interchangeable term: Contextual interviewing, site visit, field visit, applied ethnography
Use in a sentence: I set up a two-hour contextual inquiry with a customer to watch them use our product at work to gain insight about how to improve their experience.
Related terms: Ethnographic research, Ethnography, IDI / Interview, Group study
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