Observational research is becoming more and more popular in consumer science and market research. From on-site behavioral observations in supermarkets to advanced multimodal lab studies, researchers are more and more familiar with measuring and observing participant behavior. Researchers combine for example the measurement of behavioral and physiological data in order to get a more complete picture of the person’s response.
This Behavioral Research Blog post features the top 5 blog posts about consumer science, market research, and neuromarketing that were published in recent months.
On-site or in a lab?
When you need to follow your subjects while they choose items in a store, you can code behaviors on a mobile device such as a tablet, and use an eye tracker to follow the gaze of the participant. Eye tracking glasses, for example, allow your test participants to move and look around freely. An observation lab allows for the integration of video, eye tracking, physiological data (learn more about psychophysiology), and more. For example, in a lab situation you can also accurately measure facial expressions with FaceReader that allows you to analyze and report about participant responses to commercials.
A living lab!
If you are looking into building a complete new environment, you can think about designing a living lab. An interesting example of a living lab in which consumer research projects are carried out is the Restaurant of the Future. This is a facility for studying every aspect of food choice and eating behavior.
The top 5
Now let us focus on the top 5! These blog posts discuss recent studies and inform you about how researchers carried out their projects.
Would you like to learn more on consumer behavior research and observation labs?
White paper: How to build an observation lab
An observation lab is designed to allow you to observe your test participants unobtrusively, in an environment similar to your test participant’s natural surroundings. To get off to a good start, it is best to describe the research or tests in great detail.
Download this free ‘how to’ guide to learn more about building an observation lab.