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Essay Details:
Essay text:
Yogi Berra's famous line that "You can observe a lot just by watching" is widely acknowledged, but observation remains the most under-utilized qualitative technique in marketing research.
One of the reasons seems to be that many clients (and researchers) just don't know how to get value out of watching. Nothing sours people on a good approach more permanently than a few "interesting but useless" projects.
Learning from watching is, in fact, hard. If you ask a not-very-deep question in a focus group, you still may get a deep and revealing answer. But if you don't know how to think about what you'll see when you watch normal people doing stuff, you won't learn much from it...
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