The importance of doing a recce

Like many jobs, working in the world of branding means spending a lot of time sitting at a screen. We take every opportunity to get out in the world and visit locations belonging to our clients to have as immersive a branding experience as possible. A recce, short for reconnaissance, refers to visiting and assessing a location or venue before a project takes place.

Conducting on-site customer journey visits offers brands several strategic and design benefits, providing deep insights into customer behaviour, preferences, and pain points. Businesses, branding, and design teams can leverage these insights to enhance the customer experience, refine products or services, and develop more effective marketing strategies. Below are some key benefits:

Strategic Benefits


  1. Real-World Insights: Observing customers’ natural interaction with products or services offers authentic insights that surveys or focus groups might need to capture. This real-world perspective can uncover unmet needs and opportunities for innovation.
  2. Enhanced Customer Understanding: By witnessing firsthand the customer’s experience, brands can better understand the context of product use, including challenges and satisfaction drivers, leading to more customer-centric strategies.
  3. Improved Customer Segmentation: On-site visits can reveal variations in how different customer segments engage with a brand, allowing for more targeted and effective marketing strategies.
  4. Competitive Advantage: Gaining in-depth knowledge about customer interactions and preferences can provide a competitive edge, enabling brands to offer superior experiences that differentiate them in the market.
  5. Feedback Loop: Direct customer interaction provides immediate feedback on products, services, and the overall brand experience, allowing for quicker adjustments and improvements.

Design Benefits


  1. User-Centred Design: Observations from on-site visits can inform design decisions, ensuring products and services align more with user needs and behaviours.
  2. Identifying Pain Points: Identifying and understanding customer frustrations and obstacles in the journey enables brands to design solutions that directly address these issues, improving usability and satisfaction.
  3. Optimising Touchpoints: Detailed insights into how customers interact with various touchpoints can guide optimising these interactions, enhancing the overall experience and potentially increasing loyalty and conversion rates.
  4. Innovation Opportunities: Exposure to the customer’s environment and challenges can spark innovative design solutions that traditional research methods might not have considered.
  5. Personalisation: Understanding the nuances of customer behaviour and preferences supports the development of personalised experiences, which can significantly enhance customer engagement and satisfaction.


Overall, on-site customer journey visits empower brands to make informed strategic and design decisions, leading to improved customer experiences, increased loyalty, and, ultimately, better business outcomes.

Get in touch today to schedule a customer journey visit. Elevate your brand’s experience and unlock strategic insights. Let’s collaborate!