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. I have worked with them for two years and nothing has ever been too much to ask. Peter in particular is always very helpful and happy to answer numerous questions. He always offers his expertise too 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 PrinceConsultant at Claremont Comms
We used PCP to collect a large bank of data for a project on charitable giving. From first contact through to delivery the service was reliable, fast and efficient. They clearly have a great understanding of the research process and were able to provide useful insights at every stage of the process. The end result was a high reliable dataset, delivered ahead of schedule, which has already put to good use in various projects.Dr David Hart (Principal Lecturer & Programme Director) Newcastle Business School, University of Northumbria
We have commissioned several surveys with PCP in the last few years. PCP are very flexible and able to meet tight deadlines. They always go the extra mile to ensure that we get what we need from each project.Alistair Lockhart (Insight Director)Get Savvy, Leeds