Need an analogy?
This would be like knowing you want to get your friend something special for his birthday, so you follow him around for a day and look for ways you could improve his life.
Why does it matter?
Deeply understanding a space provides insights and inspiration to create a solution for a problem. It’s also important, when inserting a digital product into an existing space, to understand that space in order to see how your product will fit and where it will provide value.
How does it apply?
Generative research before creating a product or feature can help you understand users in a deeper way, so you can create a product that not only applies to their processes and workflows but gives them something they didn’t even know they wanted.