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For example, if we're researching how cyclists buy bike gear online, we might observe 20 people and discover the following:
Content | Most are looking for parts and accessories, not bikes (perhaps because they prefer examining and trying bikes in person at a store). |
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Grouping | Non-experts preferred items to be grouped by topic (e.g. parts, clothing, etc.), not by brand. |
Terms | Most understood Parts vs. Accessories, but did not know the difference between one-speed and fixed-gear bikes. |
Browsing/searching | They all started by browsing the menus unless they already knew the exact model name/number to search for. |
Contextual inquiry takes time and some practice, but it’s great for showing what users really care about, how they behave, and why. We consider it the most fundamental user-research method in our toolbox.
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