Observation research is a technique which involves directly observing consumers or another target audience in their natural environment. This method of capturing primary data can be used to either complement a question-based methodology or stand alone as a methodology in itself and can be used with both qualitative and quantitative techniques.
“We are experienced in observation market research and developing observation-based methodologies whereby information can be gathered from respondents through an analysis of their behavior.”
One of the key advantages of observation market research for some types of project is that it provides a measure of behavior directly, rather than relying on respondents to re-call their behavior at a later date.
When combined with a survey-based approach, this methodology can be used to understand the type of behavior exhibited by the target audience, and then questioning can be used to probe the drivers of these actions – i.e. the researcher gains a picture of what actually happened, and the respondent’s reasons for choosing that.
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