POV of a Researcher: The Value of Connection
By Dorothy Nam
After years in qualitative research, one observation has remained constant. People want to be heard, and they often want to be heard by another person.
This doesn’t mean people expect a live human at every touchpoint, but even in a digital world, they expect to feel understood somewhere along the way.
As brands explore new ways to streamline, the human layer doesn't fade, it becomes more valuable.
Ethnographer Dorothy Nam in the field
Everyday Observations
Even outside of project work, it’s hard to take off my research lens. My friends joke that they’re part of a focus group when I ask a question—or two, or three.
In everyday interactions, you start to notice momentary shifts in what seem like simple exchanges:
Someone adding a dessert, not because they planned to, but because it was offered with warmth
A chatbot interaction followed by personalized correspondence from a team member
These small moments shape decisions in ways digital experiences alone may not. They’re not mutually exclusive but often work together to create a more complete experience.
Research Applications: Where Human Touchpoints Show Up in Research
At W5, we uncover the human moments that shape how people connect with products, services, and experiences.
These moments reveal the needs, emotions, and expectations behind decisions which can appear across a range of categories:
· Shopping for long-term purchases, like appliances, where clarity and confidence across formats (digital, in-person, etc.) are key
Exploring product preferences that balance self-expression and comfort
Observing everyday routines, like feeding a pet, reflects habit and care, and requires both efficiency and trust
Navigating healthcare devices that involve multiple steps, channels, or decision points
Each method can surface different layers of experience. Consider which applies based on the behavior, moment, or emotional context you're exploring.
Journey Mapping
Journey maps reveal where experiences feel smooth and where people get stuck. Customers may move quickly through routine steps but pause when something meaningful or uncertain arises. These emotional peaks matter in the overall journey and reveal moments of hesitation or missed connection.
Personas
Customers may engage with the same brand, but their emotional needs can be quite different. They might be navigating the same journey, but what they’re seeking from the experience isn’t always the same. Understanding these differences with Personas helps teams design experiences that balance efficiency with a sense of engagement and confidence.
Ethnography
Ethnography helps capture how people behave and make decisions in context. You see what slows someone down, what draws them in, and how they react to their environment. These insights come from being present, not just asking questions, but learning through observation and interaction.
Churn
Churn isn’t always about price or product fit. It often stems from friction during key moments, like when a customer feels uncertain or unsupported.
These emotional drop-off points rarely appear in dashboards, but they surface in research:
An onboarding that felt engaging but became impersonal
A lack of collaboration when support was needed
A process that lacked clarity during a critical moment
A Researcher’s Challenge
So, the next time you’re out, try seeing the world through your research lens, whether at your grocery store, favorite restaurant, or somewhere completely new.
Pay attention to the moments that make you pause, feel comforted, or even frustrated. Really take note of what’s around you, how things are worded, and you might be surprised by how it shapes what you do, what you choose, and how you feel.