The Importance of Direct Usability Testing

We prefer a situation where we've got a little bit more control over our observers and they do get itchy feet sometimes as well you know. Just recently we've had now two or three clients who have seemingly spent years doing working with their analytics and different types of AB testing and so on. I think it was quite an eye opener for them to actually come into this environment to watch users one at a time to understand the actual whole situation in which they're trying to use the website. Why? Why this interaction is occurring is one thing to sort of get data about what happens, where do they click but how does that come about? How are users thinking? Is really important to understand when