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The Observational Research Handbook: Understanding How Consumers Live with Your Product by Bill Abrams, X

Makers of consumer goods--from shampoo to ice cream, from toothbrushes to plastic storage bags, from home comupters to lawn mowers--want to know how their products are really used by buyers. For example, how many dollops of styling mousse does the average user put in her hair to achieve a satisfactory hold? What constitutes a fresh smelling load of laundry? How does a pot full of spaghetti noodles need to look, feel, marketing services and smell in order for the average consumer to consider it cooked? Beyond test kitchens, focus group studies, marketing services and surveys, few qualitative research techniques have allowed marketers marketing services and manufacturers to gain a profound understanding of how consumers truly use a product once they get it home from the store. Enter observational research (also known as ethnography), an increasingly popular marketing research technique. In a marketing context, ethnography or "descriptive anthropology" is the study of consumer behaviors. It is about observing marketing services and analyzing how consumers respond to a product or service in their own environments based upon their cultural values marketing services and relationships. Observational researchers study how people use marketing services and react to products or services in their own homes. The results of such studies often reveal surprising insights into consumer behaviors marketing services and preferences. This information then allows companies to tailor their advertising marketing services and marketing efforts to meet the often unspoken but widely observed needs of their targeted consumers. "The Observational Research Handbook" explores the burgeoning qualitative marketing research technique of ethnography marketing services and is the most comprehensive professional reference available on the subject. Directed to marketing marketing services and advertisingprofessionals, as well as to market researchers marketing services and manufacturers of consumer products, the book explains what observational research is, what it can add to a consumer marketing effort, marketing services and how an ethnographic marketing study is conducted.
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