Don't interview customers, walk in their shoes: almost by definition, key assumptions don't get articulatedBut there are certain things participants may never think to tell us. Frequently, these are moments they don’t recognize as disruptions to their experience, but rather, they see them as small annoyances or frustrations that they have adjusted to over time. To catch a glimpse of these small but highly significant moments, we need to conduct field research. Field research, put very simply, is getting out of the lab and into the world to talk with and observe people in their environment. It’s trying our best to walk in their shoes, see their point of view, and understand the context they live and work in. By seeing it ourselves, we recognize workarounds, physical artifacts, and motivations that are essentially invisible to our participants.