Observational Research (Validation)

Log what real users do in context — behaviours, friction and workarounds — and link each observation to the assumption it tests.

What it is

People are poor at describing their own behaviour but easy to watch. Observational Research is where you record what you saw, not what people told you. It then becomes evidence against your assumptions.

Logging an observation

Click Log Observation:

  • Context template (optional): Café / Coffee Shop, Retail Floor or Remote Session pre-fill the setting and prompt you on what to look for. Choose Custom to start blank.
  • Quick Capture with AI (optional): paste raw field notes and click AI Extract. It fills the fields and suggests a verdict, confidence and red flags. Review everything before saving; it's a draft.
  • Validation Area: Problem, Customer, Solution, Market or Business Model.
  • Fields: Setting, Subjects observed (anonymised), Duration, Key behaviours, Pain points / friction, Workarounds used, Key insights, Notes.
  • Verdict: Supports hypothesis, Weakens hypothesis, Mixed, or Invalidates.
  • Confidence: 1–5.
  • Link to assumptions (optional): tick the assumptions in that area this observation tests.
  • Red flags (optional): type (Market, Product, Legal, Financial, Team) and severity (Low / Medium / High).

Why the details matter

  • Workarounds are the strongest signal. If people have built a spreadsheet or a WhatsApp group to cope, the pain is real.
  • Linked observations count toward your assumptions. Unlinked ones are just notes.
  • High and Medium red flags reduce that area's Validation Score. Log them honestly; that's what the score is for.

The card score

Your Observational Research score on the Validation Dashboard rises with:

  • the number of observations (up to 5)
  • average confidence
  • the share that support your hypothesis
  • the share linked to assumptions

Prerequisites

Sign in and select a venture. Evidence is stored with your venture's validation data, so if that data is locked you'll see a banner telling you what to complete first.

Getting started

Spend 30 minutes where your customer experiences the problem. Log one observation per session and link it to at least one assumption.

Open Observational Research