Observational Research
Observational Research is one of the methods that makes Customer input Ltd stand apart, and one of our most sought-after research services. We have conducted Observational Research in countless contexts internationally from homes, offices, stores, cars, public transport, the street and more for a wide range of applications.
What is Observational Research?
Observational Research is a research technique that consists in getting data of people’s behavior in their natural environment. Compared to other qualitative research methods such as in-depth interviews or focus groups, observational research has a number of key differences and advantages. Observational Research allows you to:
- See the experience as it happens (not the memory of the experience)
- See people in their natural context (not in a lab)
- Gather commentary as it happens
- Hear people talk about something in their own language
What can Observational Research do?
Observational Research can provide deeper insights into people’s behaviors and can help in the business-decision process by:
- Uncovering perceived benefits of a product or service
- Seeing how people actually use products or services
- Uncovering new product or service opportunities
- Validating ideas early instead of in the marketplace
Types of Observational Research
There are different types of Observational Research. The method to use for any research category depends on a number of considerations, including:
- Whether there are privacy or intimacy concerns
- The frequency of the behavior to be observed
- Whether explanations from participants are required
- Whether participants knowing they are researched would influence the results
Examples
Following are examples of different types of Observational Research:
- Observation of people in their homes or at work
- Accompanied product usage
- Accompanied shopping
- Recording and analyzing in-store patterns of shoppers
- Journal keeping or Diary (text, photo)
