Shadowing is an in-the-moment observation technique used in the empathise phase of human-centred design. It gives marketers a rare window into a customer’s real-world habits, environment, and decisions, revealing insights that interviews alone can’t uncover.
If you want your marketing strategy to reflect how customers actually live (not just what they say), shadowing helps you close the gap between theory and reality. You’re not just asking questions, you’re walking beside them, quietly taking in the full context of their day-to-day world.
What Is the Shadowing Technique?
Think of shadowing as joining your customer “at the hip” for a few hours. You observe them closely, at work, at home, in transit, wherever they naturally engage with your product, service, or brand. The goal? See what they do, how they do it, and why they do it.
It’s like being a fly on the wall, but with a notebook and a lot more empathy.
Why Shadowing Matters in Marketing Strategy
Shadowing reveals the real experience, not the polished version customers might tell you in a survey or interview. You’ll see how context shapes decisions, where frustrations bubble up, and how people find clever workarounds when something doesn’t work the way it should.
For marketing, this is gold.
It helps you:
- Understand what customers truly value (and what they don’t notice)
- Discover disconnects between intention and actual use
- Spot patterns and micro-moments you can’t catch through analytics
- See where and how your message needs to shift to stay relevant
When you shadow someone, you’re not guessing. You’re witnessing.
How to Shadow Like a Human-Centred Marketer
Here’s how to run a respectful, insightful shadowing session without being awkward or invasive.
1. Set expectations with the user
Let them know what shadowing involves, how long it will take, and that you’re there to observe, not judge or interrupt. Reassure them this isn’t a test; it’s a learning exercise.
2. Observe more than you ask
Let them lead their day. Watch what they do, how they interact with tools, people, systems. Ask gentle clarifying questions, like:
“Is this something you normally do every day?”
“Was that a workaround you figured out yourself?”
3. Take detailed notes
Write down what they’re doing, how they’re doing it, and what looks effortless vs. frustrating. Pay attention to body language, pauses, and reactions—not just their words.
4. Reflect at the end of the day
Debrief with your team or jot down key takeaways. Look for tensions (what isn’t working smoothly) and workarounds (creative fixes the user has made). These are often clues to unmet needs or strategy blind spots.
Pro Tip: Respect the Insider View
Shadowing gives you access to someone’s daily rhythm. That’s a privilege – treat it that way. Respect their time, their quirks, and their personal space. The best insights come when users feel safe being themselves.
Final Thought
Shadowing is one of the most eye-opening tools you can use when building or refining a marketing strategy. It pulls you out of the echo chamber and puts you into your customer’s real world.
You don’t need a research lab. Just curiosity, humility, and a good notebook.
Because the best marketing doesn’t come from guessing – it comes from seeing.
