About observations
Observations are about more than just looking and listening. They are about assessing your participants’ behaviours and interactions.
You want to see how participants make decisions, carry out tasks and react to situations.
Planning an observation
Planning is important to get the best results from your user research observations.
Before you begin, you should know what user research methods you will use and what observations you want to make.
Once you have decided what tasks to observe, find out:
- who performs those tasks
- where they are
- when they perform those tasks
Find out where and when you will need to visit participants to observe the tasks you are interested in.
Planning several sessions
Observing participants over several sessions has the following advantages:
- You will see more variety – tasks and activities may vary at different times of the day
- You will see the same tasks more than once – repetition will let you see variation in how participants complete them
- It will help you to keep your focus and mental clarity
- You can use time between sessions to reflect on what you have seen – this lets you refine your focus for the remaining sessions
Conducting background research
Try to gain an understanding of who and what you will observe before going out into the field.
If possible, interview stakeholders first and familiarise yourself with any existing information. This includes past research, surveys, and any other data relevant to your participants.
Learn about:
- your participants
- their tasks
- the tools they might use
- their environment
This will help you to know what details to focus on during observations. It will also help you better understand what you are observing.
Scoping out the location
If possible, scope out the location for your session ahead of time. This way, you can determine where the best places to observe are. You will want a spot that gives you the best view whilst being unobtrusive.
Creating an observation guide
An observation guide can help you simplify notetaking. It is especially useful if you have several people observing different sessions and you want to coordinate your efforts.
The guide will allow you to list the different elements observers should think about. It could include actions and events for observers to look for and what tasks to focus on.
Observation can be unpredictable, so it is best to keep your guide simple. It is also something that you can quickly refer back to during a session if you need help.
Types of observation methods
Usability testing
This involves observing and listening to participants as they attempt to complete tasks with a user interface.
For example, an observer might watch a participant fill out an online form on a laptop to see how they complete it.
Naturalistic observation
During this type of observation, you will observe your participants in their natural environment. For example, their home or place of work.
The goal is to observe how your participants act naturally, without them being disturbed.
Shadowing
Shadowing involves the observer following participants around as they perform their daily activities.
The session can be interactive, with the observer asking participants questions. Or, the observer can simply watch without interacting with the participant.
Covert observation
Covert observation is when the observer watches the participants without them being aware. It eliminates any effects the observer’s presence might have on a participant’s behaviour.
For ethical reasons, you should only conduct this type of observation in a public place. For example, a park or a train station.
Participant observation
This is an ethnographic method where the observer participates in the session themselves. They will join a group of participants whilst performing the same activities as them.
For example, an observer might become a call centre operator for a few days to understand more about the job.
Contextual inquiry
This is where the participants lead in their own session, performing tasks in their natural environment.
The observer will watch the participant complete their tasks, whilst the participant explains to them what they are doing.
Conducting observations
When you carry out your observations, try to be unobtrusive. It is fine to talk to participants during the session, but be careful not to distract them.
It is also important to explain to participants what you are doing and why you are observing them. Ensure that they have signed consent forms and that you have their informed consent.
It can take time for participants to get used to your presence and the fact that they are being watched. Try to make them feel comfortable and allow them opportunities to ask questions.
What to observe
Depending on the kind of observation you are doing, you might focus on the following elements:
- User characteristics
- Tasks and the individual steps involved
- Interactions between participants
- Workflow between participants
- Interruptions that take place
- Problems participants encounter, and how they might overcome them
- Tools and technology that participants use
- Sources of information
- Environmental factors, such as noise levels
Avoiding bias
When you are observing, try to keep an open mind and do not make any assumptions.
Sometimes it is possible for bias to occur. For example, observers may fall for confirmation bias, where they interpret findings based on what they expected to see.
To help combat bias, remember to focus on your observations and not your interpretations. If you must note down your interpretations, store them in a separate place away from your observation notes.
Taking notes
During your session, try to take rough, shorthand notes. You do not need to write in complete sentences. It is important though that you provide enough detail so that you can understand your notes.
You can find further guidance on how to take notes here (link to how to take notes in a research session’ content).
We also recommended that you go over your notes just after the session while your memory is still fresh.
Please ensure that all notes are securely stored (Link to how to store participant data) on the Birmingham City Council systems.
You can find out more about how to store data securely by visiting this webpage – How to store participant data. (link to How to store participant data)
Recording the sessions
Having a video or audio recording of the session can be useful. You should not use them as an alternative to note-taking, but they allow you to go back and review anything that you might have missed.
If you do want to make a video or audio recording, make sure that you get your participant’s informed consent first.
Taking photos
Photos are another way of documenting an observation session.
It is important to be unobtrusive to avoid distracting your participants. Before the session, ensure that the flash and shutter sound of your camera are turned off.
Always ask permission from your participants first before you take any photos.
Listing your questions separately
It is best to write your questions down in a separate place from your notes. This will make them easier to locate later in the session. It also prevents you from getting lost within pages of notes.