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Experience sampling is a strategic research technique that answers a high-level business (or roadmap) question rather than evaluating a design or product that already exists. Experience sampling is good for uncovering unmet needs, which will lead to generating great ideas for new products and for validating (or invalidating) ideas you already have.

In an experience sampling study, research participants are interrupted several times a day or week to note their experience in real time. The idea is based on what was called a pager study in the 1950s. The essence of the 1950s version of experience sampling was the use of pagers or other signaling devices to trigger involvement in the research study.

The key to experience sampling is asking the same question over and over again at random times during the day or week. This cadence and repetition strengthens your finding’s validity and allows you to identify patterns, like participants reporting greater satisfaction right after completing certain tasks. For example, you might ask people what annoyed them recently. Imagine if you ask that question five times a day for a period of five days and 100 people participate in your research. This means you will potentially collect 2,500 data points. That can be turned into a large, useful body of knowledge.