Sources & notes
Jarrett recommends using an in-the-moment survey opportunity to ask about the purpose of a visit. Fillo uses one open question so the team can learn the visitor’s language before creating a fixed list of tasks.
Near the start of a visit, in an optional invitation that leaves the page usable without answering.
Group answers by task and retain the visitor’s wording. Use these groups to build categories for later research. A self-selected sample does not establish each task’s share of all visits.