What are some effective ways to use observational research in marketing?

Observational research is a method of collecting data by watching and recording the behavior, actions, or interactions of people, objects, or events. It can help marketers gain insights into customer preferences, motivations, pain points, and satisfaction levels, as well as identify new opportunities, trends, and problems. In this article, you will learn some effective ways to use observational research in marketing, such as:

1 Choosing the right setting

Observational research can be conducted in natural or controlled settings, depending on the research objectives, budget, and ethical considerations. Natural settings are where the participants behave normally, such as in a store, a restaurant, or a public place. Controlled settings are where the participants are exposed to specific stimuli, such as in a lab, a focus group, or a test market. Natural settings can provide more authentic and spontaneous data, but controlled settings can offer more control and precision over the variables and measurements.

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Ankesh Saxena

Podcaster @ The Collaborative Canvas | TRP Magazine | Learn and Grow | Market Research | Personal Branding | Consumer Insights | Sales | ESOMAR member | MRSI Member |
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Citing on Abby Easley example in this thread, Observational research in marketing provides valuable insights into consumer behavior. Employ techniques like mystery shopping to evaluate customer service quality. Use eye-tracking technology to analyze visual attention in-store or online. Conduct ethnographic studies to observe consumers in their natural environments, uncovering unarticulated needs and behaviors. Social media monitoring offers real-time insights into consumer sentiment and trends. By leveraging observational research, marketers gain deeper understanding and can tailor strategies to better meet consumer needs.

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Nishant Kaushal

Scaling a new-age insights engine | Founder & CEO at ADNA Research | Top Voice for MR & Consumer Behaviour
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Based on my 20 years experience of running consumer connects, I will very strongly recommend the natural environment for observational research especially when marketing team is the one observing. Controlled settings are not at all reflection of real life & only experienced researchers can identify which parts are real & which are being influenced by the artificial environment E.g. Marketing Director from a margarine brand believed based on Focus groups that households in an Asian country might use their product as a primary cooking medium, replacing oil. We organised consumer connects and the clients observed housewives cooking. It was clear soon that margarine at best will be used as a topping for added flavour but not as oil replacement

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2 Selecting the appropriate technique

Observational research can be classified into four main techniques: human observation, mechanical observation, trace analysis, and ethnography. Human observation involves trained observers who record the behavior or events of interest, either directly or through video or audio recordings. Mechanical observation uses devices or tools to capture data, such as eye-tracking, facial recognition, or biometric sensors. Trace analysis examines the evidence or outcomes of past behavior, such as sales receipts, website analytics, or social media posts. Ethnography involves immersing oneself in the culture or context of the participants, such as living with them, interviewing them, or participating in their activities.

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3 Balancing the level of involvement

Observational research can also vary in the level of involvement or interaction between the researcher and the participants, ranging from covert to overt. Covert observation means that the participants are unaware of being observed, which can reduce bias and influence, but also raise ethical and legal issues. Overt observation means that the participants are aware of being observed, which can increase trust and consent, but also cause reactivity or distortion. The level of involvement should be determined by the research goals, the nature of the behavior or event, and the ethical standards.

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4 Combining with other methods

Observational research can provide rich and detailed data, but it can also have some limitations, such as being time-consuming, subjective, expensive, or difficult to generalize. Therefore, it is often advisable to combine observational research with other methods, such as surveys, interviews, experiments, or secondary data. This can help triangulate the findings, validate the assumptions, fill the gaps, and enhance the reliability and validity of the research.

Observational research is a powerful and versatile method of collecting data that can help marketers understand their customers and markets better. By choosing the right setting, selecting the appropriate technique, balancing the level of involvement, and combining with other methods, marketers can use observational research effectively and efficiently in their marketing campaigns and strategies.

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Abigael Easley

Pathologically Curious Dot-Connector & Thought Collector
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One of the most efficient, most telling (and so often dismissed!) observational methodology adds is…the call-back! A week after you test your comms, call respondents back! ~3 questions (no platforms or seasoned moderators required): 1) What do they remember? 2) What language are they parroting? 3) Did you prompt your desired behavior? The results will surprise you. I’ve seen it turn strategies upside-down.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some effective ways to use observational research in marketing?

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1 Choosing the right setting

2 Selecting the appropriate technique

3 Balancing the level of involvement

4 Combining with other methods

5 Here’s what else to consider

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