Research Tips

Collecting Data by Observation

When most of us think of market research, we think of collecting data directly from buyers through surveys, focus groups, interviews, etc. While these are all important techniques, it’s also possible to collect market research information using the less direct method of observation. For example, a retail store could track the number of people who come in the store at different times of the day, their gender, an estimate of their age, how long they stay in the store, and whether they buy anything. This would be useful for making decisions such as what hours to keep the store open, the number of sales people required at different times, and whom to target with advertising and promotions. Many other types of businesses would also benefit from the collection and analysis of observational data applicable to them.