If we think about a consumer experience around a product or brand, we can divide it into three distinct layers: Behaviors, Context and Emotions.

Revelation’s Activity-Based approach can help you get at each of these layers, and today I’m going to focus on Behaviors.   Behaviors represent what actually happen, what consumers do. 

But behaviors don’t exist in a vacuum.  Behaviors occur within the context of people’s lives; their processes, beliefs, environments and day-to-day life.  Contextual activities fill in the backdrop to which behaviors occur.   Contextual activities include: 

1. Tours
2. Show Me’s
3. “Getting to know you’s”
4. Deprivations 

“Tours” tend to focus on physical environments, like the refrigerator example above. They can use photos or videos to bring to life the physical context of a particular behavior. 

“Show Me’s” concentrate on understanding how people do the thing they do. They often have people describe step by step their process for accomplishing something. How someone does their laundry or makes their coffee would be good examples of “Show Me” activities.

“Getting to Know You’s” focus on learning more about the participants themselves as part of the context for understanding their behaviors and emotions. They make good warm up activities as well.

“Deprivations” are a powerful way to understand what a product or services means to a consumer.  In a deprivation activity, the researcher instructs the participant to go for a prescribed duration without using the product or service and records the impact.  An example of a deprivation activity would be to ask consumers to go a day without using their mobile phones.

Revelation fully supports the Contextual activities described above. Best of all, you can find examples in our Activity Library – at your fingertips as you build your project.  

Contact us to get started!