Lately businesses have started a trend of shadowing their customers to know their problems and how their solutions meet the needs of the customers.
- Turbotax employees shadowed self employed to find their difficulties in tracking and logging expenses.
- P&G closely observed household behaviors to guide their future investments.
Might your business benefit from shadowing your customers? If it is a lifestyle related product that cannot be captured by your simulated lab setting or a persona, then yes.