Contextual interviews are a form of empathizing and data gathering from stakeholders in the environment which the service functions or affects. This tool provides for an element of necessary perspective-understanding of the context and people relevant to your project.
Identify stakeholders ideal for interviewing
Identify environments necessary for observation
Decide on interview questions, methods, and location to create a comfortable dynamic
Document, record, photograph, interpret
Gathering insights within the context of a stakeholders natural environment proves to generate much more meaningful data than traditional focus groups or surveys. Researchers or marketers will have a detailed, visual, and intimate understanding of the context that their service affects.