What are the key steps to conducting effective observational research for advertising?

2 Choose your method

There are different types of observational research methods, each with its own advantages and disadvantages. You can choose between naturalistic observation, where you observe people in their natural environment without interfering, or controlled observation, where you manipulate some aspects of the environment to test a hypothesis. You can also choose between non-participant observation, where you remain detached and hidden from the subjects, or participant observation, where you join and interact with the subjects. The method you choose depends on your objectives, resources, and ethical considerations.

3 Plan your research

Once you have chosen your method, you need to plan the details of your research, such as when, where, and how long you will observe, how many and which subjects you will include, how you will recruit and consent them, how you will record and store the data, and what tools and equipment you will use. You also need to prepare a protocol or a checklist that outlines the steps and procedures of your observation, as well as the criteria and categories for coding and analyzing the data. Planning your research will help you ensure its validity, reliability, and feasibility.

4 Conduct your observation

When you are ready to conduct your observation, you need to follow your protocol and adhere to the ethical guidelines of your field. You need to be objective, attentive, and flexible during your observation, and avoid any biases or assumptions that might affect your data collection. You also need to be respectful, discreet, and honest with your subjects, and protect their privacy and confidentiality. Conducting your observation requires skill, patience, and professionalism.

5 Analyze your data

After you have collected your data, you need to analyze it to draw meaningful conclusions and insights. You need to organize, categorize, and code your data according to your objectives and criteria, and look for patterns, trends, and relationships. You can use various tools and techniques, such as charts, graphs, tables, statistics, or software, to help you visualize and interpret your data. You also need to evaluate the quality and limitations of your data, and acknowledge any errors or biases that might have affected your results. Analyzing your data requires critical thinking, creativity, and rigor.

6 Report your findings

The final step of your observational research is to report your findings to your stakeholders, such as clients, colleagues, or managers. You need to communicate your findings clearly, concisely, and persuasively, and highlight the key insights and implications for your advertising strategy. You can use different formats and channels, such as reports, presentations, or videos, to convey your findings, and include supporting evidence, such as quotes, photos, or clips, to illustrate your points. You also need to provide recommendations, suggestions, or feedback based on your findings, and invite questions or comments from your audience. Reporting your findings requires storytelling, skills, and confidence.