Understanding your customer is key for developing meaningful services. Contextmapping is an exploratory research method to uncover latent customer needs. These latent needs are hidden within people’s subconscious, making them hard to express. In contextmapping, we treat the customer as ‘the expert of his or her experience’ and help them to express their needs, motivations, barriers and experiences through generative exercises. Insights from contextmapping are used to create customer journeys, value propositions and psychological profiles.