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


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)
Be Sociable, Share!