The Caney Group observes your customers under natural settings—at home, on the job or in the store—as they interact with your product or service. We then allow them to describe their experiences. For many products, a straightforward active observational interview is sufficient to understand your customers’ needs, setting the framework for NPD and positioning strategies.

Functional products like housewares, tools and appliances are examples of products that are well suited to this method. Active observation reveals real-world delights, frustrations and workarounds that suggest new or improved products.



To capture multiple dimensions of product use, we often pair active observation with overt camera placements that highlight the convergence of essential themes. Active observation projects often incorporate Word for Word™ production services to capture and communicate the essence of these findings.

Click here to discover how our Word for Word™ “Talking Report” can bring your active observation findings to life.