Learnings From Taking Clients On Real Life Play Dates
In a world of video calls and data overload, real connection is slipping away. Even insights teams—armed with stats and reports—can feel disconnected from their customers. The missing link? Proximity.
At Truth Consulting, we take clients on the road—immersing them in real-life, ethnographic sessions, from home visits to pub chats and even coming along on the commute. It’s not just research; it’s about bridging the empathy gap between brands and audiences.
But making these sessions work takes precision, planning, and respect for the process. Here, Taiye Akin-Akinyosoye shares her 6 top tips for impactful, in-person customer closeness.
1. Plan, Plan, And Plan Again
Customer comfort comes first, but client experience is key too. The best sessions are seamless, insightful, and human-centered. That means nailing the details:
· Smooth travel routes
· Matching clients with the right moderators
· Prepped fieldwork packs with insights & logistics
· Backup plans—because real life happens
2. Introduce Clients to Participants Early
Unfiltered conversations are gold, but a little prep helps. Share key details—background, behaviors, interests with the client beforehand. A simple pre-task (photos, mood boards, videos, or mind maps) builds familiarity, making interactions more natural and insightful on the day.
3. Stay Flexible, Stay Real
Planning is crucial, but don’t let structure stifle spontaneity. The goal isn’t checking off questions—it’s seeing, feeling, and experiencing customers’ worlds. Stick to a core theme, but let sessions flow. The richest insights often come from unexpected moments.
4. Ensure Participants Feel Safe & Seen
Stepping into participants' lives requires respect for their space, pace, and boundaries. Trust starts with common ground—shared interests, small gestures, and reading the room. Even small acts, like asking before handling an object, builds trust and openness.
5. Client Immersion: Get Involved
The best insights come from experience, not just asking questions. Encourage clients to engage through:
· Asking thoughtful questions to spark new perspectives
· Observe and interact with the environment
· Step into the participant’s world for deeper empathy
6. Wrap Up with Key Takeaways
Insights don’t end when the session does. Help clients process and act on what they’ve learned:
· Structured notetaking keeps key observations clear
· Capturing moments (with permission) makes insights tangible
· Sense-making sessions share key learnings and summarise findings
Consumer closeness isn’t just about listening—it’s about feeling customers' realities. It’s about empathy, understanding, and true connection.
If you’re interested in taking your team up close with customers, get in touch at hello@truth.ms
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