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Home Delivery Apps: Evaluating and observing consumer interaction with this technology

Problem faced

Understand your mobile app users using split-screen ethnographyHome delivery apps can track clicks (touches), paths and conversions.

What is less known are the consumers' behaviors and thought process while using your app/s.

  • How they feel while navigating/ordering
  • How do they post-rationalise what they did when they were using your app?
  • What are the frustrations, distractions and diversions happening off-screen?
  • Exposure to the confounding variables of use, such as time, place and the presence of others (human or otherwise).
  • Do you know why people end up on your app, why they are ordering, what influences them when ordering, why they are not ordering from elsewhere and if they want to visit again?
  • Post-use satisfaction, or lack of it.


Observing behaviour in the moment is key. You can do this using a split-screen methodology with an overlay of post-rationalised self-commentary. Recordings can begin before use and continue after use.

Case Study

We asked a couple of users to undertake the task of ordering food via the mobile delivery app for Deliveroo in the UK (normal sample size n=10).

Using our split-screen/post-rationalising overlay methodology, we watched them as they browsed, evaluated and made their orders.

To view the video content, please enter the password emailed to you:

Wistia video thumbnail

What we explored

  • How did they plan their orders?
  • What was their normal ordering regimen?
  • What was their decision-making process as they placed live orders?
  • What could be improved about the entire experience (both with the app and the delivery process)?

What did we learn?

Get in touch,  (or use the form below) and we'd be happy to share some of our insights PLUS give you access to the raw footage via our video platform.

Why Watch Me Think?

Watch Me Think is a strategic qualitative market research agency. We use mobile ethnography to record authentic customer and consumer behaviours.

Human led analysis is then applied to bring you actionable reports and persuasive highlight videos.

We help you bridge empathy gaps, become even more consumer centric, identify previously unknown opportunities, test your prototypes, and provide rapid, value-driven pre- and post-launch testing across 51 countries. In essence, we help people understand people better.

  • We're about watching and listening, not just asking
  • Exploring what people do, not just what they say they do
  • Bringing to life your consumers, getting you closer.
  • Helping you to empathise, and instil that throughout your organization

What types of studies do our clients commission with us?

  • Qualitative Behavioural Research: Bringing a clearer understanding of actual consumer behaviour. Not just claimed behaviour.
  • Consumer Closeness: Moving it from slogan and into a culture.
  • Bringing Insights To Life: Letting the consumer communicate the findings. Because insights must be sold, not just found.

How we helped Sarah Haslett at M&S

M&S (a UK retailer of clothes and food) wanted to make consumer closeness part of the business culture.

To do so, they decided to implement a continuous consumer closeness programme, whereby they collected video footage every month on different topics.