Understand what customers really do – Not Just What They Say
See what truly drives your users.
The Follow & Observe course is a free, certified online training that teaches you how to gain deep customer insights using real-world observation techniques. Perfect for social entrepreneurs, design thinkers, and researchers, this course helps you uncover unspoken needs and design solutions that actually fit people’s lives.
Whether you're designing services, launching new products, or conducting user research, this course helps you observe human behavior with clarity and purpose.
In this free course you'll learn how to apply observational research to uncover real-world user behavior and improve your product.
How does the Follow & Observe method work?
The Follow & Observe method is a qualitative research technique rooted in ethnographic principles, widely used in user-centered design and human-centered innovation research. This ehtnographic research approach helps you gain consumer insights by immersing yourself in the user’s environment to uncover unarticulated needs, behaviors, and contextual factors influencing user experiences and user behavior. Commonly associated with design thinking, the method facilitates the discovery of latent needs, supports the development of personas and journey maps, and contributes to user-centric problem framing.
What you'll learn
This course covers:
How to conduct customer observation in real contexts
Practical observational research methods
Applying ethnographic techniques in innovation work
Identifying unmet needs and behavior patterns
Turning insights into action for product and service refinement
What's inside the course
- Interactive modules on user observation
- Real-world case studies from impact-driven projects
- Free downloadable templates for conducting and documenting field research
- Certified completion through the Open Badge Factory
Who Is It For?
This course is perfect for:
Social entrepreneurs
Human-centered designers
UX researchers
Nonprofit innovators
Students & professionals in product or service innovation
You don’t need prior research experience – just curiosity and a desire to better understand your users.
Frequently Asked Questions
Do I need a significant number of customers for this course to be helpful?
No, not at all. Customer Observation can be useful even if you're starting with a small number of customers. It will teach you how to apply observational research to uncover real world user behavior and improve your product.
Is this course beginner-friendly?
Yes, absolutely!
Do I get a certificate?
Yes, you will receive a digital badge from the Open Badge Factory.
Is everything really free?
Absolutely. All modules, templates, and certification are free of charge.