The task: Evaluate hospitality, cleanliness, safety, and announcements of Deutsche Bahn, Germanyâs national rail. The answer: This study was not conducted in a clinical facility where experiences and expectations were explored retrospectively to evaluate the gap between âreal experienceâ and âideal experience'. This study went a step further: Deutsche Bahn provided a train where âonâsite scenario groupsâ were conducted. During these groups, a train attendant acted as stimulus for hospitality. Safety was evaluated by bringing respondents into an uncomfortable situation: hooligans interrupted discussions and made the moderator leave to get help. These and other scenarios provided an authentic, emotional feedback and helped Deutsche Bahn understand the needs of their clients with more depth.