Market Researchers Observational Study
Market Researchers Observational Study
1. Objective
The purpose of this observational study is to understand customer behavior in a retail store environment, specifically focusing on how customers interact with product displays, promotional materials, and in-store layout. The study aims to identify key factors that influence purchasing decisions and time spent in the store.
2. Research Design
-
Type of Observation: Naturalistic Observation
-
Observation Style: Non-participant, passive observation
-
Duration: 5 consecutive weekdays, 8 hours per day
-
Location: Large retail store (City Center Branch)
3. Target Audience
-
Demographic: Shoppers aged 25-45
-
Gender: Male and Female
-
Income Level: Middle-income consumers
-
Other Characteristics: Frequent shoppers who visit the store at least twice a month
4. Observation Parameters
-
Behaviors to Observe:
-
Time spent in different sections of the store
-
Products touched, picked up, or interacted with
-
Reactions to promotional materials (e.g., flyers, posters, discount signs)
-
Usage of shopping carts or baskets
-
Pathways taken through the store
-
Interactions with store staff (e.g., asking for assistance, seeking product recommendations)
-
5. Setting
-
Store Layout: Includes sections such as fresh produce, household goods, clothing, and electronics.
-
Observation Points: Strategically located near the store entrance, main aisles, and key promotional displays.
-
Time of Day: Morning, afternoon, and evening shifts to capture diverse customer patterns.
6. Tools and Techniques
-
Recording Method: Manual note-taking on predefined observation sheets
-
Technology: Store cameras will be used for unobtrusive recording of customer pathways and interactions.
-
Observation Checklist: Attached at the end of this template
7. Data Collection Method
-
Data Collection Format: Observational log divided by customer demographics (age group, gender, etc.) and sections of the store
-
Frequency of Observations: Every 10 minutes, a new customer will be tracked
-
Units of Measurement: Time spent in each section, number of products interacted with, and number of promotional materials viewed.
8. Ethics and Confidentiality
-
Customers will not be directly interacted with or informed during the study.
-
All observational data will be anonymized, ensuring that no personally identifiable information (PII) is collected.
-
In-store posters will notify customers that observations are being conducted for market research purposes to maintain transparency.
9. Analysis Plan
-
Data Aggregation: All observations will be coded and categorized into major behavior types (e.g., product interaction, promotional response).
-
Analysis Tools: Statistical analysis will be performed using data visualization software (e.g., heat maps of store sections).
-
Metrics: Key metrics will include average time spent per section, product engagement rate, and response to promotions.
-
Insight Generation: The study will focus on identifying which store layouts and promotions lead to higher conversion rates.
10. Findings and Insights
-
Preliminary Findings: Customers in the fresh produce section spent an average of 12 minutes, while the electronics section averaged 8 minutes.
-
Promotional Impact: Discount signs had a noticeable impact, increasing product interaction by 15% in the clothing section.
-
Insights: Reorganizing high-traffic aisles and placing promotional materials near the entrance increased overall engagement. Additionally, customers tended to bypass household goods, indicating a potential opportunity for layout adjustment.
Observation Checklist
|
Parameter |
Customer Action |
Duration/Count |
|---|---|---|
|
Time spent in store section |
Measure time spent per section (min) |
|
|
Products interacted with |
Number of products touched or picked up |
|
|
Response to promotions |
Number of glances at promotional displays |
|
|
Pathways taken |
Track direction of movement through the store |
|
|
Interactions with store staff |
Number and type of interactions |
