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Learn About Observation Research

We've grouped together all the information our site contains on Observation Research to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 41 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

How culture helps marketers understand sensory experiences
To learn more about the role of scent, flavor and ritual in the preparation and consumption of chicken for its TasteEssentials program, Swiss sensory firm Givaudan conducted ethnographic research in China.
Researchers use too many terms to define the act of watching consumers live their lives
From shop-alongs to embedded research to urban ethnography, marketers and researchers bandy about many labels to describe ethnographic research. The author argues that true ethnography involves a long-term approach in which consumers allow the researchers to spend time with them and observe their lives. The other techniques, though they are tagged with ethnography-type names, are too short-term to be really considered authentic and effective ethnographic research.
Why companies should ignore the voice of the customer
Listening to customers can often be a bad idea. This article discusses why traditional marketing research techniques for obtaining market feedback may not work and how watching is superior to listening. The article offers guidelines for observing customers.
Observational research in a focus group setting
To get in-depth information about the ways people learn to assemble, install or use a product, the author suggests using a focus group setting that closely replicates an expected usage site. The author’s research with this technique found a variety of mechanical abilities among participants as well as a wide range of expectations about the experience and the impact such expectations have on the learning experience.
In-home research gives Mirro the ingredients for its Allegro cookware line
Cookware maker Mirro Company wanted to develop a product for the department and specialty store market. For help with the design work and marketing research, it turned to Metaphase Design Group, which sent three-person teams to observe and videotape people at home using their cookware during meal making. Observational interviews, Buddy Groups, questionnaires and research of consumer product safety information resulted in a new cookware design.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Forget exact science: Drawing conclusions from observational research
While most marketing research is observational in nature, we also conduct experimental research. Each has important advantages and disadvantages that are frequently overlooked and this article addresses them.
How to conduct values research in a qualitative setting
The authors explore the use of ethnography to understand consumer values, using a research project on TV news as an example of how values can affect product and service choices.
Ethnography-based hybrid research stretches four continents to study workplace interaction
Herman Miller conducted a global hybrid research project to observe how people behave and collaborate in the office to inform new product development.
Fusing ethnography and interrogational research into a new modality for health care research
Fusing ethnographic and traditional research methods can help health care researchers better understand patients’ viewpoints, uncover how treatment decisions are made and develop more effective positioning and messaging strategies.
How to obtain a 360-degree view of pharmaceutical usage
By combining ethnographic and other research methods, pharmaceutical firms can get a fuller picture of how patients use - or don’t use - the medications prescribed to them.

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