Don’t you sometimes wish you knew what your customers wanted? Or wish you knew how they are attracted to it in the first place?

That’s what Observation Market Research is for. It’s a technique that directly observes a chosen target audience; whether it be consumers, suppliers or customers. This could be trying to understand what displays consumers are drawn towards, and what directions they go around the shop. This can help brands understand what works and what doesn’t, maximising the space you have.

With our expert qualitative team with over 20 years of experience, observational research gives us the ability to analyse and produce information combined with the method’s ability to comply with a primary data source. Allowing us to create a follow on derived from the qualitative research if a more conclusive answer is wanted with a quantitative style of question-based follow-up can be used to create a mixed methodology.

Benefits of Observation Market Research

The main selling point is the ability to measure behaviour directly. Respondents who recall an event may not remember their journey and behaviour precisely, making for a more accurate source of data. When supported with a survey afterwards, the methodology transforms into creating an understanding of not only behaviour but the reasoning and thought process. The ability to explore the psychology and the driving factors of their actions; giving you an overall idea of what happened, but more importantly, why.

We can accommodate any small or large observation task you require, whether it be a simple footfall survey and observation of behaviour within a store or specific area or larger operations such as amenities provision or larger-scale sites.

Whilst we offer observation (Ethnography) as a method of research, we, however, believe that there are some gaps in the performance of Observation market research, and so we developed our own style called Shadowing, which offers a more in-depth way of observing different scenarios.

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Shopping Journey

A measurement of a consumer’s movement through a particular space using GPS technology. 

System 1 Thinking

System 1, developed by Kahneman (2011), refers to the brain’s processing of information quickly, instinctually and emotionally, and this is usually done unconsciously. The opposite to System 1 is System 2 which is responsible for slow, conscious, logical and deliberative thinking. ​​​​