Observation
In some cases, surveying the respondent is not effective, as it does not give us the information we need. For example, customer does not remember details and cannot describe the behavior, or due to rational or irrational motives makes the reality “exaggerated”.
Observation studies the issue in real time and situation and provides incomparable accuracy of data. Using it with different forms and combining it with survey methods is becoming more and more popular throughout the world. This method is ideal to study costumer behavior, characteristics and environment in detail.
We propose ethnographic survey (studying the costumer life-style, purchase or consuming behavior, etc.) and mystery shopper service (in order to assess the quality of service in the company and study the concurrent.)
Ethnographic survey
The bases of ethnographical survey are fields of ethnology and sociology. This method is becoming more and more popular in marketing researches all over the world. Ethnographical surveys are conducted by observation and examination of consumer’s life at non-laboratory, natural circumstances. This makes possible to provide detailed description of consumer’s behavior and take into account every factor which affect their behavior.
This survey method is quite new in Georgia. Nevertheless, it is easy to realize how valuable it is and how important information can be obtained when observer is next to respondent continuously monitor him/her behavior. In addition, within the framework of the ethnographical survey we combine observation and interview techniques, that is, the observer and consumer explains his/her behavior which makes possible to study behavior motives as well. Such approach provides your clients with the opportunity to obtain complete and more precise information regarding consumer’s behavior, sense, desire and tastes. Usually, ethnographic observation is one of the integral components of entire project and this method is particularly recommended at the stage of creation new product or service or for sophistication of existing product when consideration of consumer’s habits, desires and other factors are particularly important.
Mystery shopper is a survey method which is based on observation of real situations and not on survey which is conducted afterwards. It is mainly aimed to evaluate service quality, though it is also actively employed with the purpose to reconnaissance competitors.
Our company is equipped by latest digit apparatus which ensures high quality audio recording and data reliability of observations. Besides, based on the knowledge and experience, ACT “mystery shopper” employs special software which significantly reduces survey terms and required material resources.
