Marketing Magazine: From Passive To Active Observation

Because the consumer / shopper has become an expert, while not always aware of his behavior, the studies based on his declarations are no longer enough. Anika Michalowska questions the rise of the observation studies, modernized by the introduction of new technologies.

“The observation is crucial in studies because it provides a window on the real world and opens the minds of marketing and R&D teams to the reality of the consumer” says Beatrice BrebionBaubert, European Marketing Research Director of Sanford, who has entrusted InProcess to conduct an ethnographic research on children and childcare for a division of Newell. “With this type of study, we find quite innovative insights on the usage of the products,” says Delphine Durand-Lesecq, Europe Consumer Insight Manager at Sanford.

Christophe Rebours also details how the ethnograhic studies on the mascara that InProcess set up for AmorePacific led to a new patented mascara brush.

Marketing Magazine’s report is available here.
A free translation of the article’s excerpts by InProcess.