Observational Market Research

Observational market research can be defined as any research that can be carried out without asking questions and instead consists of recording factual information by observation.

Observation research can be used in a number of ways including but not limited to peoples movement and reaction in certain areas, places, services or business. For example, customers of a shop could be observed in how they navigate the store, or drivers could be observed at a particular road junction in an assessing their behaviour.

Observational research can be conducted 'covertly', 'overtly' or in 'research participation'.

For more information on observational market research please do not hesitate to call us where a team member can talk you through the process in more detail.