P.O.E.M.S. is a framework that helps to guide observation and note taking when a team is engaged in ethnographical research. For example, if a team were considering opportunities connected to improving the public transit commute they could use the P.O.E.M.S. framework as they observed commuters on buses, at train stations, on subways and entering and exiting stations and vehicles. When using P.O.E.M.S. teams are encouraged to consider the People, Objects, Environments, Messaging and Services that users interact with over the course of their experience.