Memo Motion and Micro Motion Recording
Originally based on cine-photography, nowadays video-recording technology is used to record patterns of movement in process activities.
Gustafsson et al (1999) discuss the use of this technique by the airline, SAS, in redesigning its passenger services:
SAS also identified a number of other benefits from observational research using video cameras. First of all, video recording represented a new technique not much used for service development. Therefore, aspects not covered by more traditional customer survey techniques were now included for the first time. In addition, the video recordings allowed study of customer behaviour at an extraordinary level of detail, over and over again, without running the risk of losing any vital information along the way. The video recordings included sequences where the passengers solved their own problems, and this information could prove vital and very useful when developers sit down to design new services, especially if the person is recorded could be involved in the interpretation of the sequence. Further, the video database in itself constitutes an enormous source of ideas for new and improved products and services. It will be possible to return time and time again for inspiration in the future.
Sometimes, when the recording is re-played at high speed (memo-motion), patterns of behaviour emerge which are not discernible at normal playing speed. In other circumstances, particularly in the study of fast-moving processes, it is helpful to re-play the sequence in slow-motion (micro-motion) with a timer superimposed in the display.