How can you optimize a physical store layout with observational research?

1 What is observational research?

Observational research is a type of ethnographic research, which means studying people in their natural settings. Unlike surveys or interviews, observational research does not rely on asking people questions, but rather on observing what they do, how they interact, and what they feel. Observational research can help you understand your customers' needs, preferences, motivations, and pain points, as well as how they navigate your store, use your products, and respond to your marketing.

2 How to plan your observational research?

Before you start observing your customers, you need to have a clear goal and a research question. For example, you may want to know how customers move around your store, what products they pick up or ignore, how long they stay in each section, or how they react to your displays or promotions. You also need to decide who, when, where, and how you will observe. For example, you may want to observe a representative sample of your target audience, during peak or off-peak hours, in different locations of your store, and using different methods such as video cameras, eye-tracking devices, or trained observers.

3 How to conduct your observational research?

Once you have your plan, you can start collecting data by observing your customers. Depending on your research question, you may use different types of observation, such as unobtrusive observation (e.g. hidden cameras or sensors to track movements, facial expressions, or eye movements), participant observation (e.g. joining customers as they shop and interacting with them as a fellow shopper or store employee), structured observation (e.g. using a checklist or rating scale to record specific behaviors or events), and unstructured observation (e.g. taking notes or recording audio/video of whatever is relevant or interesting). For example, you may count how many customers enter or exit the store, how many products they buy or return, how they rate their satisfaction/loyalty, capture comments/complaints/compliments/suggestions, or observe their emotions/attitudes/opinions.

4 How to analyze your observational research?

Once you have gathered enough data, it's time to analyze it and gain insights. Depending on the type and format of the data, you may use various methods of analysis, such as quantitative analysis, qualitative analysis, or triangulation. Quantitative analysis involves using numerical or statistical techniques to measure and compare the data. Qualitative analysis involves using thematic or narrative techniques to interpret and understand the data. Triangulation means utilizing multiple sources or methods of data collection and analysis to validate and enrich your findings. For instance, you could combine observational data with survey or interview data, or use both quantitative and qualitative analysis to cross-check and supplement your results.