The observation technique
15 October 2009 - 17:45
The observation technique is a technique of investigation that consists of observing people, phenomena, facts, cases, objects, action, situations, etc., with the purpose of to obtain certain necessary data for an investigation.
The observation technique usually is used mainly to observe the behavior of the consumers; and, generally, when using this technique, the observer stays concealed, that is to say, the study subjects are not conscious of their presence.
We can use this technique of natural way, for example, observing conducts as they happen in his natural means; or on the basis of a structured plan, for example, creating situations where we pruned to observe the behavior of the participants.
In order to be able to use this technique, in the first place we must determine our objective or reason of investigation and, secondly, to determine the information that we are going to successfully obtain, which allows us to fulfill our objective.
We see next 4 examples of how to apply the technique of the observation:
- If our objective is to find an idea either business opportunity, we could need information on the unsatisfied needs the consumers, asked for products the more, the profitable businesses the more, the new tastes, the new fashions, etc.
Of this case, to use the observation technique could consist of going to the markets or commercial zones and to observe which are the demanded products or services more, which are the asked for products, but that are not found, to observe the products that could be replaced by that they could have one better welcome, etc. - If our objective is to analyze our objective public, we could need information on its preferences, tastes, desires, behaviors, habits, etc.
Of this case, to use the observation technique could consist of visiting the places where usually it frequents our objective public, and observing them to walk by the zone, to examine products, to make questions, and to choose certain products. - If our objective is to analyze the competition, we could need information on its products, processes, personnel, strategies, etc.
Of this case, to use the observation technique could consist of visiting its premises and observing its processes, the performance of its personnel, the reactions of its clients, etc. Or we could visit the markets or commercial zones where their products are commercialized and to observe their products (models, marks), their prices (prices, discounts), their strategies of distribution (markets, points of sale), their advertizing strategies of promotion (average advertizing, messages, mottos), etc. Or also, we could choose to acquire some of its products thus to be able to analyze them more good. - If our objective is to evaluate the feasibility to rent the new premises for our business, we could need information on the traffic consumers, the accessibility of the premises, the visibility of the premises, etc.
Of this case, to use the observation technique could consist of taking a walk by the zone of the possible premises, throughout observing the traffic of consumers by the zone the day, the existence of the premises of the competition and the affluence of public whom they have, the atmosphere of the environs, etc.
The advantages to use the observation technique are that it allows us to obtain precise data that otherwise we could not obtain, for example, information on spontaneous behaviors that they happen only in the daily life and its natural means, or information that the people could not or did not want to offer us by diverse reasons. Also, another one of the advantages is that it is a technique of low cost and easy to apply.
Nevertheless, between the disadvantages to use this technique they are the fact of not being able to determine emotions, attitudes, or the motivations that take to a consumer to realize an act. Reason why always he is recommendable to use it along with other techniques of investigation.
Image: Conor Lawless
Labels: Concepts, Study of market, Marketing
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Related contents:
- Techniques of investigation of markets
- Focus group
- Test of market
- Concept of the investigation of markets
- Steps to realize an investigation of markets
