Through the contextual interview, Mitch learns the store is not receiving in-demand, seasonal inventory that directly affect profits and productivity. Additionally, as a result of being in context with the user, Mitch is able to see what work tools and environment the manager uses so he can understand day to day management operations. To understand each response, Mitch probes so he can fully understand the manager’s perspective. Through targeted questions, Mitch was able to get an inventory of the activities that the manager is involved in on a daily basis and an understanding of the business processes at that particular store. The research methodology that Mitch employs when meeting this manager is the contextual interview. The manager explains some of the challenges in his position while Mitch regales him with questions. Upon arrival, Mitch meets the store’s manager who walks him through the store and provides an overview of the business. The episode of Undercover Boss I watched featured Mitch Modell, CEO of Modell’s, the East Coast’s largest sporting goods retailer, who shaved his head, sported a fake mustache, put on casual clothes and showed up to one of his stores in Connecticut as a new trainee. It dawned on me, as I found myself immersed in the televised world of Undercover Boss, that the show is inadvertently showcasing user research methods and advocating user research as a catalyst for innovation and change. The CEO sees firsthand what his lower ranking employees are dealing with and eventually, there is an emotional moment when the CEO has a powerful epiphany, realizing he has to change the way he manages some of his business operations to have a more successful company and happier workforce. If you haven’t seen the show before, the premise is this: a powerful corporate executive, usually one that leads a multi-million dollar company, disguises him (or herself) and goes undercover to discover certain realities about the day-to-day operations of his business. While flipping through random TV stations the other night, I found myself landing on an episode of Undercover Boss. Undercover Boss: drawing parallels between a reality show and UX methodologies
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