Getting Kicked Out of Stores: a Love For Primary Research

In not just one instance but two now, I have been confronted and ejected from retail stores while completing primary UX research. I neglected to consider the concern that an REI floor-manager may experience when noticing the use of pen, paper, and picture taking in the camping accessory aisle, and the agitation a floor manager of AT&T may experience as I interviewed phone and tablet buyers on the way out of the store.

On either account I was recognized, confronted, and walked out of the store — told that any information I’ve collected could help me start my own competing store. With no intent to begin my own franchise, I do understand the risk faced in having an in-store scribe, as well as someone bugging the customers for information.

Truthfully, there is a certain mysteriousness that completing ethnography (especially in-store observation) that I really enjoy. I’ve even begun to gamify my observation sessions, keeping track of the minutes until I am confronted or ejected. It is fun.

But now a more common practice now, I’ll first observe the store, consider what risks they may take in my own observations, and ask a sales associate or worker if my presence is allowed — I’ve found more often than not they appreciate my asking, and a lessoning of tension but their knowing of my harmless goals in store — to understand.