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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
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We usually use overt naturalistic observation.
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It’s rare that we use covert naturalistic observation.
Source: Flickr – James Emery
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Who uses covert naturalistic observation?
Covert Naturalistic Observation - Jim Ross 14
Who uses covert naturalistic observation?
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Who uses covert naturalistic observation?
Covert naturalistic observation
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It allows you to observe realistic, natural behavior.
Source: Flickr – David Hillowitz
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Trying to remain covert makes observation more difficult.
Source: Flickr – Lars Plougmann
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You can’t study interfaces or close up interactions.
Source: Flickr – Walter Lim
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You can’t ask questions, so you rely on observation only.
Source: Flickr – Danielle Scott
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Ethical concerns about consent, privacy, and deception
Source: Flickr – dustpuppy
Covert naturalistic observation
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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
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3. Scope out the location ahead of time: layout, people, activity level.
Source: Flickr – Ben Salter
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4. Consider notifying management and security.
Source: Flickr – Elvert Barnes
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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
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6. Observe over several shorter sessions to avoid:
• Fatigue
• Information overload
• “Getting caught”
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7. Blend in – dress like everyone else.
Source: Flickr – Michael Ocampo
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7. Blend in – do what others are doing.
Source: Flickr – James Emery
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7. Blend in – use a mobile device.
Source: Flickr – Elvert Barnes Source: Flickr – Elvert Barnes
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8. Don’t take obvious notes.
Source: Flickr – Geek Calendar
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8. Don’t take obvious notes – use a phone or tablet.
Source: Flickr – Elvert Barnes
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9. Treat recording as secondary – take photos or video last.
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9. Treat recording as secondary – use a phone or tablet.
Source: Flickr – Jesus Leon
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9. Treat recording as secondary – don’t record audio.
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10. Debrief after each observation session.
Source: Flickr – Sean MacEntee
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10. Debrief after each observation session.
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11. Do it ethically – observe in public places.
Source: Flickr – Dominic Alves
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11. Do it ethically – focus on groups not individuals.
Source: Flickr – Alfonso Pierantonio
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11. Do it ethically – protect privacy.
Source: Flickr – David Goehring
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11. Do it ethically – don’t deceive.
Source: Flickr – Elvert Barnes
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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
