Observational research

What is observational research?

This is any research that can be performed without asking questions. It involves recording factual information.

Examples include:

  • Footfall of shoppers entering, or window-shopping without entering, stores at particular times of day or year
  • Consumers’ eye movements looking at a display to work out what attracts their attention
  • On shelf availability of products and their price
  • Volume of vehicular traffic to create models for areas of congestion
  • Differences in the provision of council services such as street lights, verge maintenance and paving

What are the advantages of observational research?

With observational research, the information recorded is objective. It does not depend on someone’s co-operation or memory. This removes any concern that people are ‘just saying’ something rather than meaning it.

Next steps

Would you like to discuss how observational research could help your business or organisation? Email us on info@pcpmarketresearch.com, call 0800 6523740, email us at info@pcpmarketresearch.com, or complete our enquiry form.

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    Chris DavisCEO of Graduate Coach
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    Emma PrinceConsultant at Claremont Comms
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    Dr David Hart (Principal Lecturer & Programme Director) Newcastle Business School, University of Northumbria
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    Alistair Lockhart (Insight Director)Get Savvy, Leeds

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