Observational Methods
Safari Method
Safari Method gives teams a repeatable qualitative research practice. It keeps everyone aligned around problem discovery by helping you understand a service from the user's perspective, identify strengths and weaknesses of contact points, and develop empathy for the user experience. Grounded in observational methods, the method turns insight into tangible next steps.
Goal
Problem Discovery
Group
Qualitative Research
Users
Direct User Involvement
Overview
The Safari Method involves immersive exploration and observation of users in their natural environment, akin to a safari expedition. By accompanying users and witnessing their interactions, routines, and contexts, researchers gain firsthand insights into behaviors, needs, and pain points. The Safari Method is used in ethnographic research, user experience design, and service innovation, where contextual understanding guides empathetic design, user-centric solutions, and authentic connections with target audiences.
Step-by-Step Procedure
8 steps to complete
1
Assemble the Team
Gather a diverse team of 3-5 individuals including designers, developers, product managers or other professionals who work on the product, to participate in the Safari Method together.
2
Define the Scope
Clearly specify the user segment, product or service, and the overall goal of the UX research. Create a clear, concise research question that the team will seek to address using the Safari Method.
3
Identify the Context
Determine the context where the users will interact with the product or service. The team will observe users within these different contexts, including both digital and physical environments.
4
Develop a Research Plan
Design a plan that outlines logistics such as dates, times, location(s) for observations, and tools or equipment needed. Establish the roles of team members during the observation, such as note-taking, photography, or interviews.
5
Prepare for Observation
Develop an observation guide, specific to the research question and contexts, detailing what to look for in user behavior, interactions, and potential pain points. Additionally, prepare consent forms and ensure any necessary permissions are obtained before observing users.
6
Conduct Observations
Go out into the field as a team to observe users interacting with the product or service within the determined contexts. Take detailed notes, photos, or videos while being as unobtrusive as possible to avoid influencing user behavior. Team members may also conduct short, informal interviews with users if appropriate.
7
Debrief and Analyze
After each observation session, the team should meet to discuss their findings, identify key insights, behavioral patterns, and common themes. Use the observations to validate or contradict assumptions, and make note of any potential design improvements or opportunities.
8
Synthesize and Communicate Findings
Compile and organize the insights, patterns, and themes derived from the observation sessions. Prepare a report or presentation that communicates the findings in a clear and actionable manner, including quotes, photos, and anecdotes as evidence. Share the findings with relevant stakeholders and incorporate the insights into product development or improvement processes.
Method Complete
Real-World Examples
See how this method is applied in practice
Deal Search Relevance Issues
Investigation into why Groupon users report difficulty finding relevant deals in their area. The research examined search behavior, filtering usage, and result satisfaction across different categories. Analysis revealed that location detection was sometimes inaccurate and that category filters didn't align with how users conceptualized their needs (e.g., searching for "date night" vs. "restaurants").
Merchant Dashboard Adoption Problem
Research into why merchants weren't regularly using the Merchant Center analytics dashboard despite having access. The study uncovered that merchants found the metrics overwhelming and didn't understand how to act on the data. Root causes included lack of benchmarking context, unclear metric definitions, and missing actionable recommendations.
Deliverables
What you'll produce from this method
Observation Plan
A detailed plan outlining the goals, target users, specific locations, and the schedule for conducting the Safari Method research.
Participant Recruitment
The process of identifying, screening, and recruiting potential participants that represent the target users for the study.
Informed Consent Forms
Documents that provide participants with all the necessary information about the study, including its purpose, confidentiality and data handling, and any potential risks.
Field Notes and Observations
Comprehensive notes and records taken during the Safari Method study, capturing user behavior, environmental context, nonverbal cues, and any interactions with products or services.
Photographs and Audio Recordings
Visual and audio materials captured during the research process to help in understanding the context of the study and to supplement field notes.
Contextual Interview Transcripts
Transcriptions from any contextual interviews conducted as part of the Safari Method, capturing users' thoughts, experiences, and insights related to the research goals.
Data Analysis and Synthesis
The process of analyzing and synthesizing the data collected during the Safari Method study, devising patterns, themes, and key insights for decision-making.
Affinity Diagram
A visual representation of the relationships among collected data points, helping to identify patterns, connections, and insights from the research.
Journey Maps
Visual representations of user's experiences, highlighting touchpoints, pain points, and opportunities for improvement or innovation across their interactions with a product or service.
Research Findings Report
A comprehensive report that presents the findings, insights, and recommendations from the Safari Method study, including key patterns, themes, and areas for improvement or innovation.
Presentation of Findings
A presentation that effectively communicates the results, insights, and value of the Safari Method research to the stakeholders and decision-makers.
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