Back to library
Direct ObservationInterview
Contextual Inquiry
Researchers visit and observe external participants in their own environment, such as home or workplace, asking open-ended questions and sometimes collaborating directly with them to understand their tasks, behaviors, and context.
When This Method Fits
Typical duration
Hours
Typical cost
Low – Medium
Fidelity level
Talk Only
Stage
Discovery
Hypothesis type
Exploratory
Goal type
Find product-market fit, Deepen product-market fit, Maximize societal impact, Drive corporate innovation / R&D, Improve operational efficiency
Randomization
N/A
Study design
Individual case report
Minimum units needed
5
1Best Fit When
Best when understanding a complex, real workflow requires observing it in its natural environment, not just hearing about it.