Observation can be done in many ways, but AXD emphasizes two: fly-on-the-wall and shadowing. Fly-on-the-wall emphasizes no interaction with the audience and shadowing requires direct interaction. In both, the main objective is to understand your audience through observing their behaviors. Be sure to get permission to observe and record from participants and venues, if needed. Do not engage in any unethical or intrusive behavior.
When to use!
When reviewing a current or existing event that you want to improve or model
Details
- Materials – phone (camera), notebook, pen/pencil, audio recorder
- Energy level – Moderate
- Team members – at least 2
- Participants – varies
- Expected output – insights about audience behavior
Step-by-step guide (fly-on-the-wall)
- Grab a notebook and pen, and head out to your observation location
- Once there, take notes on what you see in the environment and how people are behaving
- If you’d like to ask anyone a question, be sure to tell them your name, organization, and the reason you are there observing
Step-by-step guide (shadowing)
- Invite 1-3 audience members to an event or location where you’d like to observe them in action
- Set up your audio recorder and note-taking method (use your phone to do both easily)
- Let your participants lead you through the experience, asking them open-ended questions about their behavior, the event, the venue, and other factors related to your HMW’s
- Like in an interview, avoid yes or no questions (instead, start with “How..” or “What…”)