Why observational research -- The practical values of observational research -- Observational techniques -- Planning the observational research project: How to make sure you get what you want -- Recruitment: How to make sure the right consumers are observed -- On the consumer's turf: Interviewing and documenting the product experience -- Watching consumers shop: In-store observation puts you right there when consumers select-or reject-your prduct -- Observing consumers in motion: On the road, in the air, and in cyberspace -- Looking for patterns: How the field-work is analyzed and interpreted -- Presenting the findings: Making the insights accessible -- Next steps: What to do with the findings -- Observational research and the twenty-first century -- Frequently asked questions about observational research

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