Context Mapping is a generative technique, developed at the faculty of Industrial design engineering at Delft university of technology, or as they describe it:
“Context mapping is a procedure for conducting contextual research with users, where tacit knowledge is gained about the context of use of products. It aims to inform and inspire design teams, where users and stakeholders actively participate in the design process to ensure a good fit between the design and the use of a product.”
As we see it, Context mapping is a technique to gain deep insights in the underlying motivations of consumers in a certain product or service category. Next to steering product design it provides a great platform for brand strategy & marketing communication.