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Customer feedback methods and tools

An introduction to conducting different methods of feedback, including types of feedback, pro's and cons of each method and what to do/who to contact.
Contextual Inquiry
 

 

Contextual inquiry is a specific type of interview which usually takes place as the user is completing tasks with as little interference from the interviewer as possible. A 'traditional' interview takes place at first where the interviewer gets an overview of the users work. The interviewer then watches and learns. Questions can be asked to clarify what is happening but for the most part the user should be observed. Contextual enquiry can and should be used to understand how the user goes about accomplishing tasks in their environment and how their environment impacts their ability to conduct those tasks.

 

Pros and cons of Contextual Inquiry
 

 

Pros

  • Chance to see what happens in context.
  • Critical source of information about persona and scenario development.
  • Little interference from outside sources.
  • Learn first hand what users need.

Cons

  • Demands good relationship between subject and interviewer.
  • Analysis relies on capabilities of observer.
  • Only provides data on the observed tasks and environment.
  • You are there so you have changed the environment.
Campaigns/promotions where Contextual Inquiry has been used
 

 

Student web consultation