Participant observation and observation (deep hanging out)

Participant observation provides insight into the participant’s motivations, needs both articulated and unarticulated, attitudes, beliefs, patterns of usage, interaction with and consumption of brands, decision making processes and tasks they complete. Researchers participate in and observe the life of participants capturing experiences as and when they occur in their natural environments. Pure observation is based upon observing the behaviour of participants with minimal interaction. The behaviour of participants is captured using notes, still photography and digital video. The data is analysed and forms a very good base for follow up interviews. The ‘visual’ data is easily shared amongst project teams.