Observation Research: Human, Machine, And Biometric

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Human observation research

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uses a researcher to observe others' behaviors
most appropriate in 4 types of situations
- where observations of behavior are more insightful than descriptions: observing how pople interact with phone
- where attitudes are hard to verbalize: showing commercial to children. It'd be better to allow children the option of playing
- when survey measures may not accurately predict behaviors:
- when behaviors themselves are the best source of insight: does playing faster music make individuals eat faster and leave sooner?

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3 types of observation research

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human observation of others' behaviors
automated observation
biometric (physiological observation)

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observation research

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collects information without asking verbal questions.
A researcher identifies informational needs and then uses observation to collect data pertinent to those needs

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Automated observation

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uses computers or mechanical tracking devices to observe behaviors. No human involvement is required for data collection. Ex: cookies in computer to track websites

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Different modes of human observational research

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Qualitative
- similar to focus groups, data collected from small convenience samples, especially data that consists of verbal descriptions

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Types of human observation

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Situation: Natural vs artificial
observer obtrusiveness/presence: open vs disguised
observer participation: active vs passive
data recording: structured vs unstructured

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Situation: NATURAL VS ARTIFICIAL

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Natural: behaviors unfold at own pace in an environment. Ex: observing children as they play

Artificial: records target behaviors or events in context of fabricated situation

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Observer presence: OPEN VS DISGUISED

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Open: presence is known by participants (known presence of an observer has great potential for altering behaviors of person being observed)

Disguised: presence isn't known. (provides better, more realistic data)

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Observer participation: ACTIVE VS PASSIVE

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Active: takes part in activities being observed (closer to the source of the data and has the opportunity to directly interact with those being observed in case questions arise or there is a need to clarify specific issues)

Passive: watches without interfering/interacting with the people/objects being observed (must take events as they come, can be time consuming)

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Data recording: STRUCTURED VS UNSTRUCTURED

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Structured: knows the types of information and behaviors in advance that are to be observed. Recorded on a checklist

Unstructured: records impressions of observed behaviors in verbal form, as a narrative or field notes

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Automated observation

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human behaviors are observed but observational data is collected by machine rather than by people

This approach monitors and tracks consumers' behaviors, typically collecting quantitative data in a structured, disguised manner

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Two main forms of automated observation

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directly monitors consumers behaviors
monitor products of behaviors

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Direct monitoring of behaviors

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Ex: when cookies are used to track an individual's online behaviors or when loyalty cards are used at supermarket

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Products of consumer behaviors

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when computers are used to measure online "buzz" or to monitor changes in brand perceptions in blogs/other forms of consumer generated media

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observing consumer generated media (CGM)

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most common form of automated observation that monitors the outcomes of individuals' behaviors.

To describe the evolving consumer-created space on the internet

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4 main types of data collected by CGM

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Coverage - number of times a brand is mentioned
Depth - the amount of brand detail
Content - the posting's objective (does it solve the problem, advocate, or criticize?)
Sentiment - what was the tone of CGM? positive, negative, or neutral?

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Biometric observation research

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measures an individual's voluntary and involuntary responses to advertising or other visual/verbal stimuli

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Eye tracking (in biometric)

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most common approach for voluntary responses

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brain wave & physiological measures

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most common approaches for involuntary responses