Participant Observation
Services > Design Research > Participant Observation

Participant Observation

Don't settle for only knowing what users say, dig into what they actually do. Immerse in your customer's world to find innovative ideas with consumer immersion.

We believe in a human-centered approach to all things design and innovation. A company’s best ideas often come from its customers, and there’s no better way to foster empathy and understanding than by completely immersing in someone else’s experience with participant observation. We flip the script on traditional market research by turning design researchers – and even clients – into end-users to explore, test and provide feedback on new products and services. Known as participant observation or consumer immersion, this hands-on approach provides an intimate perspective, building genuine empathy through first-person experiences that enable our designers to create tangible, successful solutions.

Learn More

Participant Observation Case Studies

Learn more about how our work has energized strategy for global brands, disruptive startups and everything in between.

Market Research for Revlon
Market Research for Revlon

Case Studies

Market Research for Revlon


We helped Revlon understand how to reach their key consumers with the right messaging and products, via the right channels, in the right moments.

Perspectives

Design Research: Beyond Buzzwords


Your ultimate guide to Design Research: What it is, how it works, and when to use it.

Perspectives

Out-Ovation: Reinventing Research to Fuel Our Innovation Efforts


Using consumer research during the innovation process enables teams to identify a richer set of opportunities. Learn about six of Kelton's research techniques that have fed into some of our clients' breakthrough innovation strategies: Innovation Foresight; In-Situ Exploration; Digital Immersion; Extreme Users and Threshold Research; Consumer Co-Creation; Storytelling and Narrative Creation.

Our Participant Observation Approach

Our approach to consumer immersion is equal parts methodic and creative. While we remain diligent about the core principles of participant observation, we're always game to design custom studies to help foster more empathy for your customers and better address your team's needs.

Empathic By Design


We listen, observe, sympathize and strategize to produce tangible outputs that inspire action.

Get to the “Why Behind the Why”


Our Design Researchers don’t just look for triggers and root problems. We push beyond the “why?” to understand how experiences and environments impact consumers, both consciously and subconsciously.

Rooted in Reality


We’ll never leave you with pie-in-the-sky ideas you can’t actually act on. Our concepts are customer-driven, realistic to execute, and provide a clear path forward.

Global Perspective


Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients—here, there and everywhere.

Empathic By Design

We listen, observe, sympathize and strategize to produce tangible outputs that inspire action.

Get to the “Why Behind the Why”

Our Design Researchers don’t just look for triggers and root problems. We push beyond the “why?” to understand how experiences and environments impact consumers, both consciously and subconsciously.

Rooted in Reality

We’ll never leave you with pie-in-the-sky ideas you can’t actually act on. Our concepts are customer-driven, realistic to execute, and provide a clear path forward.

Global Perspective

Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients—here, there and everywhere.