Observation is one of the original guiding principles for scientific inquiry. It is essential for collecting data, forming hypotheses and testing theories. But how do you know when to observe and when to actually start asking questions? For market researchers, it can be a difficult choice. Here’s what you need to know:

The inherent nature of human psychology makes it hard for the average person to accurately describe an event. Physiological and cognitive processes occurring in our brains as we experience and think about our lives serve to retain, categorize and recall only the pieces of information we deem most valuable, thus creating memories for us that..

Observational research — sometimes called field research — is a form of non-experimental research designed to watch (i.e. observe) behavior as it organically and spontaneously unfolds in a natural environment.

While observational research has been used for decades in a variety of disciplines, such as sociology, psychology, cultural studies and..