Qualitative Observation.

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Product users are typically the creative minds.


A valuable tool to optimize products and services.

  • Observation normally takes place on location, i.e. in personal surroundings such as the home, while shopping, during free time or at the workplace
  • Authentic behavior patterns

If the priority lies in determining behavior patterns in house cleaning through interaction with the product, the researcher can directly observe the test subject’s success or failure with the product and simultaneously determine the significance of the situation for the consumer’s customer satisfaction.

If the concern is more with segmentation of offers, typologies, and hierarchies, there are numerous hybrid forms of observation and interview at one’s disposal, i.e. family interviews in private settings.