Customer site visits are a qualitative market research technique for uncovering customer needs. The method involves going to a customer’s work site, watching as a person performs functions associated with the customer needs your firm wants to solve, and then debriefing that person about what they did, why they did those things, the problems encountered as they were trying to perform the function, and what worked well. Customer site visits can be an effective way to gather rich data about customers’ needs and how they go about solving them. However, the technique can be time-consuming and expensive, so it is important to carefully consider whether customer site visits will be the most productive use of resources for a given research project.