Consumer research is a broad area, in which observational research is becoming more and more important. It covers anything from unobtrusive naturalistic observations in shops to advanced multimodal lab studies, and from sensory research to marketing studies. A wide range of solutions is available, from handheld observation systems and portable labs to custom labs. At the core of every solution is The Observer^® XT. 

Researchers might need to follow their subjects while they choose items in a store. Then they can code behavior with Pocket Observer and use eye tracking to follow the gaze of the participant. But researchers might also choose to work in an observation lab. In a Noldus lab you can integrate video, eye tracking, and physiological data, and you can assess emotions with FaceReader™.

An interesting example of a living lab is which consumer research projects are carried out is the Restaurant of the Future. Together with our project partners, we created a facility for studying every aspect of food choice and eating.

Interesting publications

A diverse collection of scientific articles citing Noldus products is published in renowned journals each week. If you would like to know more about the role of observation in consumer research or marketing research or would like to read publications in which Noldus products are used, please find a list of publications within this application area below.

• Mennella, J.A.; Forestell, C.A.; Morgan, L.K.; Beauchamp, G.K. (2009). Early milk feeding taste acceptance and liking during infancy. The American Jounal of Clinical Nutrician, 782- 786.
• Wilfinger, D.; Weiss, A.; Tscheligi, M. (2009). Exploring shopping information and navigation strategies with a mobile device. Proceedings of the 11th International Conference on Human-Computer Interaction with Mobile Devices and Services (Bonn, Germany, 15-18 September 2009).
• Zeinstra, G.G.; Koelen, M.A., Colindres, D.; Kok, F.J.; Graag, C. de (2009). Facial expressions in school-aged children are a good indicator of 'dislikes', but not of 'likes'. Food quality and preference, 20, pp.620-624.
• Belk, R.W.; Kozinets, R.V. (2005). Videography in marketing and consumer research. Qualitative Market Research, 8 (2), pp. 128-141.
• Boote, J.; Mathews, A. (1999). "Saying is one thing; doing is another": the role of observation in marketing research. Qualitative Market Research, 2 (1), pp.15-21.
• Dodd, C.A.; Clarke, I.; Kirkup, M.H. (1998). Camera observations of customers behaviour in fashion retailing: methodological propositions, International Journal of Retailing & Distribution Management, 26 (8), pp.311-317.
• Echeverri, P. (2005). Video-based methodology: capturing real-time perceptions of customers processes. International Journal of Service Industry Management, 16 (2), pp.199-209.
• Herpen van, E.; van Trijp, H.; Kuipers, T. (2005).The influence of assortment organization on product comparisons and choice. Proceedings of Measuring Behavior 2005, 5th International Conference on Methods and Techniques in Behavioral Research (Wageningen, The Netherlands, 30 August - 2 September 2005), pp. 595-596.
• Hetherington, M.M.; Anderson, A.S.; Norton, G.N.M.; Newson, L. (2006). Situational effects on meal intake: A comparison of eating alone and eating with others. Physiology and behavior, 88, pp. 498-505.
• Poelman, A.A.M.; Glorie, C.; Mojet, J. (2005). Observation of food choice in catering before and after introduction of organic cheese and meat slices. Proceedings of Measuring Behavior 2005, 5th International Conference on Methods and Techniques in Behavioral Research (Wageningen, The Netherlands, 30 August - 2 September 2005), pp. 561-562.
• Schepers, H.E.; Wijk, R. de; Mojet, J.; Koster, A.C. (2008). Innovative consumer studies at the Restaurant of the Future. Proceedings of Measuring Behavior 2008, 6th International Conference on Methods and Techniques in Behavioral Research (Maastricht, The Netherlands, 26-29 August 2008), pp. 366.