What is observational research?
This is any research that can be performed without asking questions. It involves recording factual information.
- 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.
Would you like to discuss how observational research could help your business or organisation? Email us on firstname.lastname@example.org, call 0800 6523740, email us at email@example.com, or complete our enquiry form.
The whole experience was completely painless. PCP didn’t just take the brief from me – they adapted my questionnaire, made some useful comments and were especially insightful with their conclusions. They are big enough to know what they are doing but small enough to give a really good personal service. I would give them 10 out 10. I will continue to use them and have already recommended them to others.Chris DavisCEO of Graduate Coach
Working with PCP is a pleasure – they are my ‘go to’ research company. Peter in particular is always very helpful and happy to answer numerous questions. He offers his expertise so that you feel in safe hands throughout working with them. The whole team are polite, flexible and always happy to help. On many occasions I have given very tight deadlines and PCP has never let me down. I would definitely recommend working with them.Emma PriceConsultant at Claremont Comms
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