Observational research allows for direct observation of studied subjects allowing researchers to view the behavior unfiltered in various settings and research activities. In direct observation, researchers do not rely on others for the interpretations that sometimes become clogged by memory lapses where people forget important and critical details; rather researchers collect information by viewing the actions. In many cases, the researcher becomes anonymous to the subjects, viewing behavior without interruption and making calculations based on what is seen. Many companies use direct observation in business such as mystery shopper and undercover camera investigations.
Researchers conducting observational research can spend a lot of time analyzing body language to help in determining behavior. This allows researchers to notice and record both physical and nonverbal cues, studying how people respond to questions and situations, especially with vocal tone and hesitation in speech, which can often lead to clues about how someone feels or acts toward a given situation especially alone or in a group setting.
Observational research allows companies and scientists to study the habits of customers and learn how to improve products. Researchers can study how a brand affects peoples' lives, values and culture. It also gives researchers the opportunity to learn how and why people choose the products and services and whether the products are chosen based on an emotional or personal preference. To get deeper results, researchers may choose to live with the subjects for a period of time to get the best results.
Observational research helps to define potential and existing problems and uses that research to learn how to serve customers better.
Using interviewing and other social science techniques, researchers can use observational research to learn of problems during a given process and use the research to suggest changes. Usage of observational research in this case, makes this a huge advantage especially to use this information to avoid costly mistakes, especially as it relates to product development.