The term observation is from late 14c., "performance of a religious rite," from Latin observationem (nominative observatio) "a watching over, observance, investigation," noun of action from past participle stem of observare "watch over, note, heed, look to, attend to, guard, regard, comply with," from ob "in front of, before" (see ob-) + servare "to watch, keep safe," from PIE root *ser- (1) "to protect."
Observing customer experiences plays a large part in improving customer experiences. What are customers not doing and not saying? New ideas are hidden in silence. Look at the edges and not as much in the middle. There are observational tools such as trendspotting, coolhunting, and other seasonal tools to enable design thinking. Be an ethnographer and study people and cultures to uncover new ideas and grow revenue.
Observational, attend to a new culture, listen to silence