The mobile device is a novel computation tool because of its integration into our daily lives. When creating new services that take advantage of our interactions with the world and the people in it, it’s important to get early data on how that new service works in the wild. Usability evaluations or a lab study simply do not suffice. Understanding how a new concept fits into the patterns in daily life allows for a deep understanding of the value of a given concept and how it can be improved as it makes it way towards a product. This talk will share experiences from building rapid prototypes of new concepts at Motorola and the multi-week evaluations we have performed in the everyday lives of our participants.