008

Behavioral Mapping

Systematic visual documentation of location-based human activity

  • Behavioral mapping is used to document observable human activities and personal characteristics, interactions, time spent at fixed locations or in transit, and details of environ mental context.
  • A sketch map or architectural floor plan is used as the underlay for recording observations.
  • Place-centered mapping is based on observations of all people and their interactions at a specific location.
  • Individual-centered mapping follows the travel and activities of specific individuals over time and location, documenting their social behaviors and interactions.
  • While typically completed in real time, mapping can involve time-lapse photography or video.
  • Interviews or debriefing conversations with participants help to understand more about mapped behaviors.
  • In retrospective mapping, individuals chart their own paths and behaviors on a floor plan or map, revealing their motivations for actions.

See alsoFly-on-the-Wall Observation • Shadowing • Unobtrusive Measures

Behavioral mapping of consumer routes in a grocery store are combined with shadowing observations and conversation to establish a picture of shopping patterns.

dairy frozen dry products deli bakery produce candy alcohol checkout meat seafood Participant 1 31 items total = 17 food + 14 sad nonfood Participant 2 13 items total = 7 food + 6 sad nonfood Participant 3 40 items total = 16 food + 34 sad nonfood processed nonfood food n/a substance

Courtesy of Sarah Calandro © 2011

..................Content has been hidden....................

You can't read the all page of ebook, please click here login for view all page.
Reset