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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.

House calls help Y&R understand consumers
New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.
Researchers can learn from ethnography
This article explores potential benefits of applying ethnography in qualitative research to understand the meaning of consumer behaviors.
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.
Understanding Hispanic culture: a case for ethnographic research
As the Hispanic market expands, companies are increasing their research of this market. This article examines the ethnographic study and illustrates how it can be used to enrich Hispanic research.
Seven rules for observational research: how to watch people do stuff
Observational research is becoming a popular method, yet many clients are not comfortable with it simply because they don't know how to get value from watching people. This article discusses seven rules for observational research that will help client and moderator alike.

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Recent Articles

Below are the 3 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

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.
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.
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.

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