0207 391 9038

Participant Observations

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Services we can provide include but are not limited to:

questionnares and surveys

Participant observations are where a researcher arranges for subjects from a specific demographic group - e.g. shoppers, smokers, students - to be observed acting naturally in a particular specified activity.

For example, a marketing student might observe the habits and behaviour of Tesco shoppers, via the supermarket's security camera system. In such an example, a structured checklist would be used to record behaviour such as, directions that a shopper takes, browsing behaviour, attention to point-of-sale promotions etc.


The key advantage of observation research is that the subject is unaware that they are being observed, allowing their behaviour to be seen naturally. Direct observation can therefore also reduce or negate many of the affectations that distort other types of primary data collection.

Participant observation is thoroughly underused by students as a primary research technique, despite its major advantages, and thus any student presenting a paper that uses such a method will likely be rewarded because of their ingenuity.

For the same reason, it is very easy using this method to design experiments that will impress your tutors because of their originality.

Speak to Us

We are aware that participant observations, because of their relative novelty, may be unfamiliar to some students reading this site. As such, if you are interested in our Participant Observation Service, then one of our Primary Research Advisors would be happy to discuss with you all of the details.

To discuss The Field Work Service with one of our advisors, please call 0207 391 9038 or contact us via our contact form.