A Practical Guide To Conducting Contextual Inquiry

In a contextual inquiry, also known as contextual interviews, researchers observe participants as they perform tasks while explaining what they’re doing. Researchers may also ask clarifying questions during the process.

These interviews take place in the user’s environment, blending observation with traditional interviews. This approach gives researchers a rich, detailed view of how customers interact with products or services in real-life settings.

Compared to traditional retrospective interviews or focus groups, contextual inquiries are more effective because they’re conducted in familiar environments. This setting helps participants feel more comfortable and engaged, allowing them to remember and share specific details. As a result, researchers gain a deeper understanding of users’ pain points, behaviours, and expectations that might not come up in a traditional interview setting.

Preparation

1. Define Objectives: Clearly outline what you aim to learn. Outline a set of questions for what you want to find out. Also, think about why you are doing the research (exploratory or confirmatory) and how you would move forward with your findings (personas, journey maps, system maps, etc). Clear objectives will guide your questions.
2. Select Participants: Define the criteria for selecting your participants who represent your target user base. Moreover, in a contextual inquiry, participants step into the role of a subject matter expert, leading the session by demonstrating and explaining their tasks. This approach might feel rather challenging for those who are more accustomed to taking a passive role during interviews.
3. Develop a Guide: Create a semi-structured interview guide with open-ended questions. Think about what expectations you should set for the interviewees, how you start, how you end and how much time you will take. While you should always have a framework to begin with, be flexible to explore interesting avenues as they arise. It’s also useful work in a pair, if not a team; such that one will ask the questions as the interviewer, while the other will observe and take notes.
4. Equip Yourself: Bring necessary tools such as a notebook, audio recorder, and camera (if appropriate). However, ensure that you have consent to record and photograph.

Conducting the Interview

1. Build Rapport: Start with casual conversation to make the participant comfortable. Explain the purpose of the interview and how the information will be used. Allow time for the participant to get comfortable with the set up.
2. Observe and Ask: Begin with passive observation, noting the environment and user interactions. Gradually introduce questions, prompting the user to explain their actions and thoughts. For example, if observing someone using a kitchen appliance, ask, “Can you walk me through what you’re doing right now?”
3. Probe for Details: Encourage participants to elaborate on their behaviours and decisions. Use prompts like, “Why did you choose to do it that way?” or “What were you thinking when you encountered that issue?”
4. Be Flexible: Allow the conversation to flow naturally. If an interesting topic arises, follow it. The goal is to uncover deep insights, not just to stick rigidly to your guide.

After the Interview

1. Review Notes: Immediately after the interview, review and expand your notes. Capture initial impressions and any non-verbal cues that stood out.
2. Analyse Data: Look for patterns and themes in your observations and interview data. What common issues or behaviours emerge? How do they align with your objectives?
3. Synthesise Findings: Compile your findings into a comprehensive report. Highlight key insights, supported by direct quotes and observational data. Use visuals like photos or sketches to enrich your report.

Best Practices

1. Stay Neutral: Avoid leading questions or expressing judgment. Your role is to understand the user’s perspective, not to influence it.
2. Be Respectful: Always respect the participant’s space and privacy. If they seem uncomfortable, be sensitive and adjust your approach.
3. Iterate: Use insights from initial interviews to refine your approach. Continuous improvement will enhance the quality of your data.
4. Collaborate: Conduct interviews in pairs. One person can focus on asking questions, while the other takes notes and observes. This ensures comprehensive data collection.

When Not to Use Contextual Inquiries

Since contextual inquiry are excellent for understanding the intricate thought processes of users, they are less suited for straightforward tasks, like testing a redesigned online store product page or a newsletter signup form. These types of activities typically don’t require a deep dive into a customer’s cognitive processes. Instead, you can rely on direct observation (without the interview component) to understand general behaviours.

Direct observation is akin to the shadowing method but involves the researcher silently observing user behaviours with minimal interference. This method is particularly useful when participants cannot be interrupted or distracted, such as doctors or air traffic controllers. In these scenarios, follow-up questions for clarification can be conducted at a later time.

Finally…

Contextual interviews are a dynamic and immersive method for gaining deep user insights. By observing and engaging with users in their natural environment, you can uncover authentic behaviours, needs, and pain points. With careful preparation, flexible interviewing, and thorough analysis, contextual interviews can significantly enhance your understanding and inform better design and business decisions.