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How can we observe natural behavior if our mere presence affects what people do? Don’t tell them that you’re observing them. Being covert means observing behaviors in their natural contexts without any intervention or influence by the researcher and without participants knowing that they’re being observed.
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Jim Ross
Design Philadelphia: The Bleeding Edge of Design Research
October 16, 2013
Covert Naturalistic Observation
Jim Ross
Design Philadelphia: The Bleeding Edge of Design Research
October 16, 2013
Covert Naturalistic Observation - Jim Ross 4
User research is unnatural.
Covert Naturalistic Observation - Jim Ross 5
User research is unnatural.
Source: Flickr – Thomas Link Source: Flickr – Thomas Link
Covert Naturalistic Observation - Jim Ross 6
User research is unnatural.
Covert Naturalistic Observation - Jim Ross 7
We get informed consent from participants.
Covert Naturalistic Observation - Jim Ross 8
But knowing that you’re being observed affects behavior.
Source: Flickr – Blue Oxen
Covert Naturalistic Observation - Jim Ross 10
Covert naturalistic observation
Source: Flickr – Sean Hobson
Covert Naturalistic Observation - Jim Ross 11
We usually use overt naturalistic observation.
Covert Naturalistic Observation - Jim Ross 12
It’s rare that we use covert naturalistic observation.
Source: Flickr – James Emery
Covert Naturalistic Observation - Jim Ross 13
Who uses covert naturalistic observation?
Covert Naturalistic Observation - Jim Ross 14
Who uses covert naturalistic observation?
Covert Naturalistic Observation - Jim Ross 15
Who uses covert naturalistic observation?
Covert naturalistic observation
Covert Naturalistic Observation - Jim Ross 17
It allows you to observe realistic, natural behavior.
Source: Flickr – David Hillowitz
Covert Naturalistic Observation - Jim Ross 18
Trying to remain covert makes observation more difficult.
Source: Flickr – Lars Plougmann
Covert Naturalistic Observation - Jim Ross 19
You can’t study interfaces or close up interactions.
Source: Flickr – Walter Lim
Covert Naturalistic Observation - Jim Ross 20
You can’t ask questions, so you rely on observation only.
Source: Flickr – Danielle Scott
Covert Naturalistic Observation - Jim Ross 21
Ethical concerns about consent, privacy, and deception
Source: Flickr – dustpuppy
Covert naturalistic observation
Covert Naturalistic Observation - Jim Ross 23
Studying behavior and interactions in a public place
Source: Flickr – dustpuppy Source: Flickr – Drew XXX
Covert naturalistic observation
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1. Plan what you want to observe.
Covert Naturalistic Observation - Jim Ross 26
2. Gather intelligence – do some research on:
• The domain
• User characteristics
• Tasks and behaviors
• Existing research
Covert Naturalistic Observation - Jim Ross 27
3. Scope out the location ahead of time: layout, people, activity level.
Source: Flickr – Ben Salter
Covert Naturalistic Observation - Jim Ross 28
4. Consider notifying management and security.
Source: Flickr – Elvert Barnes
Covert Naturalistic Observation - Jim Ross 29
5. Observe with partners.
Source: Flickr – Carey Akin
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6. Observe over several shorter sessions to see:
• More people
• Different situations
• Different time periods
Covert Naturalistic Observation - Jim Ross 31
6. Observe over several shorter sessions to avoid:
• Fatigue
• Information overload
• “Getting caught”
Covert Naturalistic Observation - Jim Ross 32
7. Blend in – dress like everyone else.
Source: Flickr – Michael Ocampo
Covert Naturalistic Observation - Jim Ross 33
7. Blend in – do what others are doing.
Source: Flickr – James Emery
Covert Naturalistic Observation - Jim Ross 34
7. Blend in – use a mobile device.
Source: Flickr – Elvert Barnes Source: Flickr – Elvert Barnes
Covert Naturalistic Observation - Jim Ross 35
8. Don’t take obvious notes.
Source: Flickr – Geek Calendar
Covert Naturalistic Observation - Jim Ross 36
8. Don’t take obvious notes – use a phone or tablet.
Source: Flickr – Elvert Barnes
Covert Naturalistic Observation - Jim Ross 37
9. Treat recording as secondary – take photos or video last.
Covert Naturalistic Observation - Jim Ross 38
9. Treat recording as secondary – use a phone or tablet.
Source: Flickr – Jesus Leon
Covert Naturalistic Observation - Jim Ross 39
9. Treat recording as secondary – don’t record audio.
Covert Naturalistic Observation - Jim Ross 40
10. Debrief after each observation session.
Source: Flickr – Sean MacEntee
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10. Debrief after each observation session.
Covert Naturalistic Observation - Jim Ross 42
11. Do it ethically – observe in public places.
Source: Flickr – Dominic Alves
Covert Naturalistic Observation - Jim Ross 43
11. Do it ethically – focus on groups not individuals.
Source: Flickr – Alfonso Pierantonio
Covert Naturalistic Observation - Jim Ross 44
11. Do it ethically – protect privacy.
Source: Flickr – David Goehring
Covert Naturalistic Observation - Jim Ross 45
11. Do it ethically – don’t deceive.
Source: Flickr – Elvert Barnes
Covert Naturalistic Observation - Jim Ross 46
12. Combine it with other methods.
Covert naturalistic observation
Overt and covert methods each have advantages and disadvantages.
48 Covert Naturalistic Observation - Jim Ross
With understanding of the advantages and disadvantages, we can use overt and covert methods as appropriate to best understand the user experience.
49 Covert Naturalistic Observation - Jim Ross
Covert naturalistic observation
Jim Ross
Design Philadelphia: The Bleeding Edge of Design Research
October 16, 2013
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