Beyond the Screen: When to Choose In-Person Research

For organizations, this means gathering better data, making stronger design decisions, and delivering products that work for your customers and sell. 

High-Context Environments: Seeing the Bigger Picture

When you meet participants in their natural environments you gain richer insights into their daily lives, workflows, and challenges. This introduces variables like noise, distractions, and limited space that remote research can’t replicate. Observing firsthand how users interact with their physical and digital environments can uncover pain points or opportunities that might remain hidden in a remote setting.

At a busy Austin bus station, our researchers studied how heat, noise, and distractions impacted riders — a challenge remote studies couldn't capture. The result? A 10% improvement in task completion, making transit more accessible. Read the case study.

Why It Matters

In-person research reveals challenges remote methods don’t, leading to smarter solutions and saving time and money on redesigns.

Multi-Touchpoint Services: Understanding the Full User Journey

From navigating transit systems to accessing healthcare, people interact with organizations across websites, offices, phone calls, and physical mail. In-person research offers a unique lens to see how users connect these touchpoints, identifying ways to make experiences more seamless and cohesive.

In-person research at Sound Transit stations uncovered key rider behaviors across multiple touchpoints, leading to actionable changes that enhanced the overall transit experience. Read the case study.

Why It Matters

A seamless, connected user journey reduces frustration, improves satisfaction, and increases efficiency—saving time, and resources, and strengthening loyalty.

Sensitive Topics: Building Trust Through In-Person Connections

Building trust is easier when you’re face-to-face, and critical for personal or emotionally charged topics. In-person research fosters genuine connections, creating safe spaces where participants can feel comfortable sharing their experiences. Remote methods can feel impersonal, limiting the depth of insights participants are willing to share. 

Want practical tips for building trust with your research participants?  See what we learned from our work with Fred Hutch Cancer Center.

Why It Matters 

Building trust through in-person connections leads to richer, more honest feedback and design solutions that resonate with those most affected—leading to better outcomes and stronger community engagement.

Reaching Underrepresented Populations: Bridging the Gaps

Remote research can unintentionally exclude individuals without access to the Internet, smartphones, or the digital skills to engage effectively. In-person research can bridge this gap by including underrepresented voices, leading to actionable recommendations that improve service delivery.

We met farmworkers in person to tackle communication and digital literacy barriers, improving seasonal recruitment. See how our approach led to more inclusive solutions.

Why It Matters

Inclusive design begins with inclusive research, and in-person methods help organizations hear from those who may be excluded by digital methods. 

Key takeaways

In-person research isn’t just a tool—it’s a way to deeply understand the people we design for. It uncovers the nuances and complexities that drive better decisions, more inclusive designs, and greater impact. Use in-person research when:

• Context matters: When environmental or social factors shape behavior.
• Multiple touchpoints: For services where multiple steps or locations impact the user experience.
• Sensitive topics: When trust and personal connection are crucial.
• Hard-to-reach groups: For audiences excluded by digital methods, like those without reliable internet or who do not speak English.