The first stage of many contextual studies often involves passive observation of customers as they select or use a product or service. To obtain a benchmark of these interactions, we put video cameras in place to passively record these events as they occur. Placements can be either overt (as with home or workplace), or covert (in retail and public spaces).

Covert observation (hidden camera) offers the unique advantage of providing a totally unbiased view of customer behavior as they interact with products and use services. We use this method most often in retail studies to profile purchase behavior at point-of-purchase.

These studies uncover the who, what and when aspects of product selection. Paired with Word for Word™ videography, passive observation provides the basis for developing displays and packaging targeted to your customers’ demographics and shopping style.

Click here to discover how our Word for Word™ “Talking Report” can bring your passive observation findings to life.