Observation market research

Observation market research is a technique which involves directly observing consumers, or another target audience, in their natural environment. An example of this methodology in a retail setting would be observing the end-to-end shopping experience to identify what catches the attention of shoppers outside the store, what makes them stop or look again, what draws their attention in a window display and which direction they go after entering the store.

Our researchers have devised tailored observation-based methodologies for clients across many different sectors, and have gathered detailed information about respondents through analysis of their behaviours in real-time. This method of capturing primary data can be used to complement a question-based research methodology, such as an in-store or online survey, or can act as a stand-alone behavioural study. 

One of the key advantages of observation market research is that it provides a direct, unbiased view of behaviours, witnessed by an observer, rather than relying on respondents to recall their actions at a later date. When combined with a survey-based approach the results can be extremely powerful, providing a 360-degree view of actions and causation; observation market research can present the actions of a target audience and a survey can probe into what motivated the respondents to behave in this way, identifying key drivers – both conscious and subconscious. A mixed mode approach of this nature ensures the outputs present not only a clear picture of how people behaved, but deep insight into why they chose to act in this way.

Other common uses of observation market research in action include:

• Viewing products being used in-situ in order to understand usage patterns and any potential problems.
• Understanding consumers' views on packaging, seeing them handle the items and viewing their responses.
• Measuring the time it takes your target audience to make a purchase decision in a specific setting.

Examples of projects where we have employed observation techniques to great effect include:

• Observing the in-store experience for a client retail sector: Analysing the behaviour of customers entering retail outlets across the UK in order to maximise the effectiveness of store layouts.
• Visual footfall audit for a client in the culture, heritage and leisure sector: Observing and collating the number of customers using major rides at one of the UK’s largest theme parks.

Whether you require a simple footfall survey, a view of respondents’ behaviour as they enter or browse a store, theme park or public building, or a larger scale survey of use of amenities across a local authority, DJS Research has the expertise to craft a tailored observational solution to suit your needs.