HOW IT WORKS


Spend time where patients are and document your experience. This gets you out of the office and walking in the footsteps of the consumers and employees who shape the delivery of care at your organization.

Learn observational and conversational techniques by rounding with physicians, sitting in the ER, and observing high traffic areas in the hospital. Immerse yourself in the hustle and bustle of interactions.

Listen carefully to the tone used in conversations. Watch for emotional cues— confusion to relief. Capture the details of your observations and interpretations with notes and/or quick sketches in a journal. Use insights gained to fuel conversations and continued learning with your team.

Be cognizant of your organization’s policies and procedures when conducting research.


HOW TO GET STARTED


  1. Identify which experience, and its particular aspects, that you want to observe. Consider the time of day as well as day of the week. 
  2. Bring a notebook and a camera if recording is possible.
  3. Immerse yourself in the sensorial and emotional dynamics of the environment—being aware of what your senses are telling you. How does your body feel in the space? What is the light like? What tone of voice is used to talk to the patient? Record these observations as objectively as possible. 
  4. Keep an eye out for opportunities to embed yourself into the experience. Can you sit in a physician's exam room or lay on a gurney? Put yourself in the position of others going through the experience.
  5. Review and organize your notes and findings. Plan a session to share your insights with your team, and encourage others to engage in the field. 

    Identify which experience, and its particular aspects, that you want to observe. Consider the time of day as well as day of the week.


Service safaris offer firsthand exploration and insight into the environments and experiences that marketers and strategists are responsible for impacting. Taking the time to engage with users in the field allows a new dimension of perspective and understanding to emerge— enhancing the relevancy and empathy in strategy, voice, and experience.