One method only tells part of the story; the most compelling findings come from research that integrates a wide variety of methods with complementary strengths and weaknesses. In-context research is an important piece of the puzzle, elucidating behaviors and decision factors that may not be apparent in a controlled laboratory setting.

How does store lighting affect perceptions of your product? How do people interact with your product in context? What distractions are present that detract from your product? How do people feel when they visit your store or receive your services?