Observation
Deriving understanding of an activity or group by watching it. In qualitative market research practice, some 'pure' observation is carried out (for example, watching shoppers in-store) but observation is often accompanied by a degree of interaction between observer and observed. For example, researchers might go to a social event with respondents, not only watching but also joining in the activity, while also asking some questions and talking to participants about what is going on.
Synonyms
Participant observation