Observational research

On of the important methods of consumer research. It relies on observation of consumers in the process of buying and using products. Many large companies and ad agencies use trained researchers / observers to watch, note and sometimes videotape consumers in stores, malls, or their own homes. By watching people interact with products, observational researchers gain a batter understanding of what the product symbolizes to a consumer and greater insight into the bond between people and products, which is the essence of brand loyalty.