Observational Research

What is Observational Research?

Observational research is a method of collecting data by observing and recording people's behaviour in natural settings, without interfering with or altering it. This type of research is a form of qualitative research that is used to gather information about people's actions, interactions, and environments in a naturalistic setting.

The research is conducted by an observer who is trained to record what they see and hear in a systematic and objective manner. The observation can be done in different ways, such as unobtrusively, where the observer is less visible, and participants are not aware of the observer, or participatory, where the observer is more involved in the activity and actively interacts with the participants.

Why do we run Observational Research?

Observational research is commonly used for a variety of reasons, here are a few examples:

Consumer behaviour: Observational research can be used to study how consumers interact with products, services, and retail environments in their everyday lives, providing valuable insights into consumer behaviour.
Organisational behaviour: Observational research can be used to study how employees interact with each other, as well as how they interact with customers and other stakeholders, providing valuable insights into organisational behaviour.
Human-computer interaction: Observational research can be used to study how people interact with technology and digital products, providing valuable insights into user experience and design.
Naturalistic setting: Observational research allows researchers to study people in their natural settings, providing a more accurate and realistic picture of their behaviour and experiences.
Nonverbal behaviour: Observational research allows researchers to capture nonverbal behaviour and unspoken aspects of behaviour, providing insights that can be difficult to capture through other methods
Cultural insights: observing people in their natural settings can give researchers insight into the cultural background of the participants and their context, which can inform products, services, or policy making.

Overall, observational research can provide valuable insights into people's behaviour, interactions, and experiences in naturalistic settings. It allows researchers to gather rich and detailed data that can inform product design, organisational behaviour, human-computer interaction and much more. Advanguart team will recommend the observational research method that best suit the research objectives and goals, and we will use a combination of methods to triangulate the data, to get a more complete picture of the subject.

What type of Observational research do we run?

Advanguart conducts a variety of observational research studies, depending on the specific research question and goals of the project. Here are a few examples of types of observational research studies that we may run:

Ethnography: This type of observational research involves studying a particular culture or group of people in-depth, observing and recording their behaviour, customs, and way of life over an extended period.
Participatory observation: This type of research involves an observer actively participating in the activity or setting they are observing, to gather firsthand experience and data.
Non-participant observation: This type of research involves observing and recording behaviour without actively participating or interfering in the activity or setting being observed.
Shadowing: This type of research involves an observer following a participant throughout their day, observing and recording their behaviour and interactions with others.
Video and Audio recording: Researchers record a session of the research using video and audio devices to later analyse the data in depth.

All of these methods can be used to collect data through observation, and each has its advantages and limitations. Advanguart will recommend the observational research method that best suits the research objectives and goals, and we will use a combination of methods to triangulate the data, to get a more complete picture of the subject.

What are the benefits of running an Observational research Workshop?

There are many benefits of running observational research workshops, here are a few examples:

Increased understanding of the target population: Observational research workshops allow teams to gain a deeper understanding of their target population by observing and recording their behaviour in natural settings.
Improved problem-solving skills: Workshops help teams to develop the skills they need to identify problems, generate solutions, and take action based on the data collected from observation.
Increased collaboration and teamwork: Observational research workshops foster collaboration and teamwork, as teams work together to analyse data, identify insights, and plan for action.
Improved communication and storytelling: Workshops teach teams how to communicate the findings from the observational research to different stakeholders in the organisation in a way that is easy to understand and compelling.
Greater sense of ownership and commitment: Workshops involve team members in the research process, which can increase their sense of ownership and commitment to implementing the recommendations and insights from the research.
Observational data in a natural setting: Collecting data in natural settings, rather than in a laboratory, can provide more accurate and realistic insights into people's behaviour.
Nonverbal behaviour: Observing people in their natural setting allows researchers to capture nonverbal behaviour and unspoken aspects of behaviour, providing insights that can be difficult to capture through other methods.

Overall, observational research workshops can help organisations to better understand their target population, improve problem-solving skills, and drive meaningful improvements to their business by gathering valuable insights through observing people's natural behaviour in natural settings.

What deliverables will the Observational research Workshop produce?

The deliverables from an observational research workshop will vary depending on the specific goals and objectives of the research project, but some common deliverables that may be produced include:

Research report: A comprehensive report detailing the findings of the observational research, including key insights, recommendations, and actionable items.
Transcribed interviews and observations: A written record of the observations, which can be used to supplement the research report and provide additional context.
Data visualisation: A visual representation of the data, showcasing the research findings and allowing for easy data exploration and analysis
Action plan: A detailed plan outlining the steps that the organisation will take to implement the recommendations and insights from the observational research.
Presentation or summary of findings: A summary of the research findings that can be used to communicate the insights to different stakeholders in the organisation.
Training materials and manual: a document that contains step by step guide for conducting observational research.
Video and audio recording if applicable: a recording of the session if it was done with audio and video, can be used to further analyse the data and provide additional context.

All of these deliverables are created to help the organisation understand the research insights, how to apply them, and communicate the findings. Additionally, observational research can provide valuable insights and feedback that can inform product development, advertising, public policy, branding and positioning, and more.