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Application Practice of Observation Method in Market Research

2024-07-18 15:00:34 Source: Champ Consulting Visits:0

The basic principle and implementation steps of 1. observation method.

Observation is a research method that obtains information by observing the behavior of the research object in the natural environment. It can be divided into two forms: structured observation and unstructured observation. Structured observations usually have clear observation guidelines and record formats, while unstructured observations are more flexible and allow the researcher to adjust according to the actual situation.

In implementing the observation method, Champ Consulting follows the following steps:

1. Clarify the research objectives: identify the key issues and objectives of the research and provide direction for the follow-up observation work.

2. Select observation objects: select appropriate observation objects according to the research objectives, including consumers, product use environment, etc.

3. Design observation guide: develop a detailed observation plan, including the time, place and method of observation.

4. Data collection: Observations are made in the field to record key actions and events.

5. Analysis and interpretation: collate and analyze the collected data to extract valuable information.

6. Report writing: the research results and recommendations into a report, to provide a basis for business decision-making.

An example of the application of 2. observation in market research.

1. Retail environment layout optimization

Champu Consulting conducted market research for a large retailer with the aim of optimizing the layout of the in-store environment. Using unstructured observations, our researchers recorded customers' shopping paths, dwell times, and interaction behaviors in-store. The analysis results show that the passenger flow in some commodity areas is significantly higher than that in other areas. According to this, retailers have adjusted the layout of goods, increased the types of goods and promotional activities in high-flow areas, and effectively increased sales.

2. New product acceptance study

In a new product market acceptance study, Champ Consulting used a structured observation approach. Our researchers observe consumer reactions to new products at multiple points of sale, including consumers' initial attitudes, trial behavior, and purchase decisions. Through these observations, we find that consumers show a strong interest in certain characteristics of the product, but there is also a sensitivity to price. Based on these findings, firms adjusted their product pricing strategies and highlighted features of interest to consumers in their promotional activities.

Case Analysis of 3. Champ Consulting

1. Fast food industry to enhance customer experience

Champ Consulting conducted a study on customer experience enhancement for a fast food chain. By observing the behavior of customers in the store at different time periods, we found that customers have obvious problems of long waiting time in the process of ordering and picking up meals. In addition, the identification system in the store is not clear enough, causing customers to encounter difficulties in finding seats and toilets. Based on these observations, fast food companies have optimized service processes and improved in-store orientation systems, significantly increasing overall customer satisfaction.

2. Research on the use behavior of public transportation

In conducting a study of the behavior of urban public transport use, researchers at Champ Consulting made long observations at bus stops and subway stations. We recorded passengers' waiting behavior, the order of boarding and alighting, and their compliance with different traffic rules. The analysis found that passengers often face congestion and inconvenience during peak hours, and facilities at some stations are in urgent need of improvement. Based on these findings, the public transportation management department has adjusted the vehicle scheduling and station facilities, effectively improving the travel experience of passengers.

4. Conclusion

As an effective market research tool, observation method can help enterprises to understand the behavior and needs of consumers. With its professional research team and rich practical experience, Shangpu Consulting has successfully used observation to provide customers with high-quality market insights. As the market continues to change, Champ Consulting will continue to explore and optimize the application of observation methods to better serve customers and the market.

5. Future Outlook

With the development of science and technology, the application of observation method will continue to progress and innovation. Champ Consulting is expected to combine more digital tools and analysis techniques, such as remote monitoring and artificial intelligence analysis, to improve the efficiency and accuracy of observation methods. In addition, Champ Consulting will continue to pay attention to new trends in consumer behavior to ensure that the observation method can capture the most cutting-edge market dynamics and consumer needs. Through continuous innovation and improvement, Champ Consulting is committed to providing customers with more accurate and in-depth market research services.

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