Benefits of contextual research

by Research Methods on May 26, 2010

I was having a conversation with a colleague on the benefits of contextual research – carrying out research in the environment where customers use your products and services.  Some of the benefits include:

  • Capturing natural behaviour as and when it happens
  • Understanding the impact of the immediate environment upon customer behaviour
  • Ability to ask the participant about something when it’s fresh in their mind

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