During an observation, what should an observer ask to gain deeper insights into customer behavior?

The focus on "why questions" during observations is crucial for gaining deeper insights into customer behavior. These types of questions encourage participants to elaborate on their thoughts, feelings, and motivations behind certain actions or decisions. By probing into the reasoning behind their behaviors, the observer can uncover underlying attitudes, beliefs, and emotional responses that drive customer choices.

This process allows for a more profound understanding of the user's needs and pain points, which is essential in the design thinking process. When customers articulate their reasoning, it often reveals insights that surface-level inquiries may not capture, leading to richer data that can inform better product design and service improvements. Thus, asking "why" helps move beyond surface-level observations to achieve a more holistic understanding of customer experiences and their context.