Overview
Contextual Inquiry is a generative market research method for understanding real-world user problems through direct observation. It combines semi-structured interviews with on-site observations where the problem actually occurs.
Key Questions Answered
- What are the customer's pain points?
- What are the jobs to be done?
- How often does this problem occur?
- Are there makeshift solutions the customer is currently using?
- Does the customer have any tacit knowledge about the problem space?
Time and Resources
Expect to spend at least one hour per customer (minimum five customers) plus two hours for debriefing. Costs vary based on customer proximity and problem frequency.
How to Conduct
Preparation:
- Schedule interviews at locations where customers typically experience the problem
- Prepare a framing statement
During the Interview:
- Establish rapport; ensure the customer feels unjudged
- Clarify observation rules and workflow interruption boundaries
- Take detailed notes on workflow and context
Summarization:
- Summarize observations with customer confirmation
- Ask clarifying questions
Interpreting Results
Use debriefing methods like affinity diagramming or card sorting. Since data is qualitative with small samples, synthesize hypotheses rather than extrapolating patterns to entire populations.
Key Bias to Watch
- Confirmation bias
Field Insight
"Apprentice yourself to the customer and learn how they are currently solving their problems without your product."
Adapted from The Real Startup Book, edited by Tristan Kromer and published by Kromatic, under a Creative Commons Attribution-ShareAlike 4.0 International License.