Develop customer insights from observed behaviour and context, distinguish interpretations from facts, and test hypotheses before changing products or copy.
Customer insight here means an evidence-informed understanding or interpretation of behaviour that helps assess an offering. Do not assume every statement hides a motive.
Record actions and difficulties and ask about reasons. Distinguish evidence from interpretation when considering product or content changes.
Record location, preparation, tools, and difficult actions. GOV.UK describes observation in familiar everyday environments. (GOV.UK: Contextual research and observation)
Separate stated reasons from observed work. Obtain recording permission and avoid unnecessary personal detail in research notes.
Ask whether a pause relates to price, unclear information, or lack of time. Unstated feelings should remain interpretations.
Record the supporting situation and alternative explanations for each hypothesis rather than fitting every observation to a preferred product.
Ask other users to attempt the task and record whether the issue recurs. Separate understanding of revisions from purchases.
Use supported findings in products and content and revise hypotheses when results differ. Keep public descriptions aligned with actual delivery.
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A: Treat it as an interpretation supported by evidence, clearly distinguished from facts.
A: Observe actions and context and ask about reasons.
A: Test it with other users and situations.
A: Revise relevant specifications or copy and assess understanding separately from use.
