Concurrent 2E: Gaining Customer Insight through Contextual Inquiry: Do as I do, Not as I Say
Market research is both a learning process and an effort to collaborate with your end-users to betterunderstand their actions and activities. Contextual Inquiry is an observational approach that allows organizations to document customer activities as they utilize products and services within their daily workflow. Through this process, user behavior, competitive landscape, potential business models, as well as content and service opportunities can all be better understood, evaluated, and built into new product development efforts and existing product improvements. Whether your organization is looking to enhance your online platform, launch a new publication, or evaluate an existing product or service, Contextual Inquiry provides real world use case information. In this session, representativesfrom different publishing organizations will discuss their experience incorporating Contextual Inquiry research into their development processes. Panelists will describe their use of Contextual Inquiry and provide first-hand accounts of how this assessment tool informed their development decisions and strategic direction.
