Observation

Observation is a research method that allows for seeing and recording people's behavior in their natural environment without interfering with the course of events.

Its goal is to understand the context: what actually happens before, during, and after interaction with a product, service, or brand.

Unlike testing, where a controlled scenario is created and respondents are asked to perform specific tasks (evaluate, try, use), observation captures real, spontaneous actions, habits, and reactions. It is a view of the research subject through the eyes of the consumer.

We identify hidden needs, barriers, and insights that cannot be obtained through other types of marketing research, as people are not always aware of or able to explain why they act in a certain way.

What can be researched through observation

• Search and selection process: how a person navigates the environment (at the point of sale, in an online environment, on a website, in an app), what they pay attention to, what they study in more detail, and which options they reject, as well as how they comment on their actions.
• Product usage experience: from unpacking and first contact to daily rituals and disposal (e.g., how they prepare breakfast, how they use household appliances, how they care for their car).
• Interaction with services: how a person orders delivery in an app, communicates with a courier, or how the process of applying for a new bank card takes place at a branch or in an app.
• Reaction to marketing materials: whether consumers notice billboard advertisements, and how they react to a promo campaign at points of sale.

Possible observation formats

Depending on the research objectives, the researcher can play various roles:

1. Non-participant observation

   The researcher remains unnoticed by the subject of observation. They record behavior from the outside (simply by being nearby) without making contact. This format guarantees maximum naturalness of actions, as people do not know they are being observed.
   This process is as delicate as possible and does not involve interference in a person's private space.

2. Covert participant observation

   The researcher integrates into the environment under the guise of an ordinary participant in the process (for example, a shopper in a store). They may initiate a short, natural dialogue to clarify the motives of actions. Such interaction is carried out as delicately as possible so as not to violate personal boundaries or create a feeling in the person that they are being interviewed.

   For example:

   “Oh, do you buy this yogurt too? What do you like about it?”.

3. Overt participant observation

   This method is based on a prior agreement with the participants. The researcher is openly present and interacts with participants who are aware of their role. They immerse themselves in their lives for a certain period to understand the experience “from the inside.”
   For example, accompanying a person while grocery shopping or spending a morning with a family, observing the ritual of preparing breakfast.

4. Combined observation

   The study begins as non-participant observation to record natural behavior. After the completion of the key stage, the researcher introduces themselves, explains their role, and invites the person to undergo a short interview to clarify details. Such a transition happens as delicately as possible.

   For example:

   “Hello! I noticed you chose this product. My name is [Name], and I am from a research company. Could you spare a few minutes to answer a couple of questions about your choice? As a token of our appreciation for your time, we have a small gift for you.”