Observational Research

Observational research is based on the social science of ethnography, which is rooted in anthropological and psychological practices. From a market research perspective we aim to understand why consumers "do what they do" by directly observing them as opposed to asking them about it. The ultimate objective of this carefully planned research study is to uncover hidden truths.

Observational research can be accomplished through a variety of methods which entail direct (observation, videotaping) and indirect (with diaries) observation of consumers by researchers during the purchase process or the actual use of a product or service. This is often followed up with a discussion with the consumers to explore their experiences. This allows for deeper analytical evaluation to be provided by the researcher.

ARC uses three primary approaches to Observational Research:

Retail Observation - Data collection occurs in-person at a retail location and may be followed by interviews after the consumer has "experienced" the product or service. This method is ideal when the experience occurs in a consistent, and relatively short period of time (hours-days). It is best adapted to situations where the product/service use is in a public area. An example is the experience of having one's car serviced at a retail auto repair shop.

Diary Observation - Used to collect details about an experience. The respondent is unaware of the specific objectives or goals of the study although they are willing participants. Interviews may be conducted with the respondent after the researcher has reviewed the diary. This method is recommended when the experience occurs over an extended period of time that would not reasonably allow for the researcher to document the experience or in cases where the product/service is used in a private area such as the home. With permission, methods can be used to observe consumers in the residential setting. An example of a study that might involve the Diary observation approach is the experience of interstate relocating of one's residence.

Call Center/Web Site Observation - Companies whose call centers and/or web sites are a significant component of the distribution system can use Observational Research to explore the consumer's experience with the company on the telephone/Internet. Researchers listen in to live calls and on a random basis may conduct a call back to the consumer on the spot to obtain immediate feedback on the experience. Web site observation is conducted among consumers that register on a site or actively search and perhaps purchase products. The questions can be tailored to the consumer's experience.

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