Observational research
Observation is an element that always falls within qualitative research. We listen to what the interviewee says and, above all, we carefully observe how they say it. Observational research gives us the opportunity to truly see who we are dealing with.
In observational research, a sort of outsider’s perspective is applied: the researcher distances themselves from the relational dynamics, studying each time the best focus for a faithful reproduction of the reality under study.
The target in question is unaware of being observed, or is put in conditions to behave freely, and this allows the attentive observer to grasp behavioural elements that are of great help for business strategies, precisely because those elements are less conscious and independent of the ‘stated’.
The object of observational research is the spontaneous shopping experience within the retail store.
Observational research finds wide application especially in the retail world for studying both buying and selling behaviours.
Studying spontaneous behaviour within a retail store
Identifying contextual environmental elements that may be connected to certain behaviours
Interpreting behaviours to understand attitudes
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