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Observational research as well affords providing richer data sets including non-verbal and physical behavior, uncovering unconscious behaviors and providing context. The fact that this method focuses on actual behavior makes it more expensive than the cheaper self-reports but offers generally higher value (Walden 2003 & OPC)
Nelson & Ross (2005) noted that research on product development and innovation effectiveness over the last years has shown that comprehending customer unmet needs is definitely critical to success.
That's the reason why lately observation techniques used to uncover customer problems, needs and aspirations and for product development, have obtained a great deal of attention (Becker 1999)...
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