What is it?
Service safari is a type of autoethnographic research where researchers step into a user’s shoes and undertake typical journeys and tasks while self-documenting their experiences in an effective and efficient manner.
Conducting such research will help capture all aspects of the on-site experience and physical/digital services, observe other customer and staff behaviours and interact with everyone involved in the service provision.
The goal is to gain a deep understanding of how a service functions in real-world situations, gain insights into pain points and service expectations, and identify opportunities for improvement.
Service safari provides a holistic view of the service environment, which can be especially important for understanding complex services. In addition, researchers can apply this methodology to competitor’s services to gather intelligence about how their services operate and then compare this to their targeted service.
When to use a service safari?
It is a great starting point in your research as it can reveal issues that your users and staff encounter regularly.
You might then want to deep dive into identified service areas and conduct depth interviews.
Need some advice?
Bunnyfoot has always prioritised evidence capture and valid, bespoke study designs to truly understand the nature of user engagement, interactions and behaviours, in a holistic way.
If you would like to talk about how we can support you with gaining a deeper understanding of your audience so you can make evidence-driven design decisions, we’d love to talk!
