When the subject is unaware that he is being observed this represents what type of observation?

systematic process of recording the behavioral patterns of people, objects, and occurrences as they take place.

no communication with the person being observed so that he or she is unaware that he or she is an object of research.

observation in which the observer's presence or mechanical measurement device is obviously known to the subject.

which the subject is unaware that observation is taking place.

straightforward attempt to observe and record what naturally occurs; the investigator does not create an artificial situation.

distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer.

investigator creates an artificial environment in order to test a hypothesis.

amount of time it takes to make a choice between two alternatives; used as a measure of the strength of preference.

people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.

systematic observation and quantitative description of the manifest content of communication.

computerized mechanical observation used to obtain television ratings.

Portable People Meter 360 (PPM 360)

looks and functions much like a small cell phone but automatically detects broadcast signals, satellite radio and tv transmissions, and most other digital signals.

Conversation volume represents a measure of the amount of Internet postings that involve a specific name or term.

Scanner-based consumer panel

type of consumer panel in which participants' purchasing habits are recorded with a laser scanner rather than a purchase diary.

mechanical device used to observe eye movements.

mechanical device used to observe and record changes in the diameter of a subject's pupils.

measures galvanic skin response, a measure of involuntary changes in the electrical resistance of the skin.

physiological measurement technique that records abnormal frequencies in the voice that are supposed to reflect emotional reactions to various stimuli.

Magnetic resonance imaging (MRI)

machine that allows one to measure what portions of the brain are active at a given time.

Observational research typically happens in the users’ home, workplace, or natural environment and not in a lab or controlled setting.

With this research, you can understand how people naturally interact with products and people and the challenges they face.

It can provide inspiration and ideas for opportunities for improvement and innovation.

While it may seem like observation is as simple and uniform as watching and taking notes, there are some subtle differences that can affect the type of data you collect. The role the observer plays forms a continuum from completely removed to completely engaged with the participant.

As you plan your next observational research project and choose the right type for it to be successful, consider the following:

Ethics of Observing. On both ends of the spectrum (a fully detached or fully engaged observer), you face ethical considerations, as those being observed aren’t aware of it. For that reason, most observational research you’ll conduct falls somewhere in between.

Think about quantifying the results. While observational research is typically associated with qualitative methods, you can still quantify the occurrences of behaviors or statements made by the participants to get an idea about the frequency of customer attitudes and actions.

Improve the reliability and validity of your observations. Consider having multiple independent researchers observe and code their notes. Using multiple observers with differing perspectives (e.g. product manager and researcher) helps identify areas of agreement and disagreement and makes your observational data more trustworthy and reliable.

Keep these caveats in mind as you chose a role for an observational research project. The four types of observational roles we discuss here are based on the distinctions made by the sociologist Raymond Gold in 1958 but apply to any field of research.

1. Complete Observer

This is a detached observer where the researcher is neither seen nor noticed by participants. It’s one way of minimizing the Hawthorne Effect as participants are more likely to act natural when they don’t know they’re being observed.

While this was once considered an objective role for the ethnographer, it’s fallen out of favor because it’s the role most likely to raise ethical questions about possible deception. How would you feel if you found out someone was watching you, but you didn’t know? Sort of Big Brotherish, most likely.

However, in public places like coffee shops, office building lobbies, airports, subway stations, or even public bathrooms the complete observer role may be the only means to collect the type of data you need. And with the ubiquity of video cameras, remote observation remains a viable option.

2. Observer as Participant

Here the researcher is known and recognized by the participants and in many cases, the participants know the research goals of the observer.

There is some interaction with the participants but the interaction is limited. The researcher’s aim is to play a neutral role as much as possible.

This approach is generally used when “following a customer home” to understand how someone uses software products to accomplish goals.

3. Participant as Observer

Here the researcher is fully engaged with the participants. She is more of a friend or colleague than a neutral third party. While there is full interaction with participants, they still known that this is a researcher.

This method is often used when studying remote indigenous populations or inner-city cultures. There’s an anthropologist joke[pdf] that a household photo of a native village consists of a married couple, their parents, and a graduate student.

4. Complete Participant

This is a fully embedded researcher, almost like a spy. Here the observer fully engages with the participants and partakes in their activities.

Participants aren’t aware that observation and research is being conducted, even though they fully interact with the researcher. This has sometimes been referred to as “going native,” in reference to performing indigenous fieldwork.

In customer research, this is like a secret shopper or the show Undercover Boss. The idea is that the best way to understand a type of role, people, or culture is to experience it firsthand. Want to understand Burning Man? Then go as a complete participant.

Summary

Gathering authentic qualitative data can be a challenge in UX research; one way to do so is with observation outside of a controlled environment where participants are more likely to act natural.

There are four types of observational research you can do, ranging from detached observation with no participation on your part (complete observer) to immersing yourself completely in the environment (complete participant). Which you choose depends on your goals, timeframe, and properly balancing the ethical considerations.

What is direct observation?

What type of research is characterized by the direct observation of events as they actually occur?

What type of observation involves bringing participants in to a room and having them perform certain tasks?

What type of observation involves the researcher studying participants in a laboratory in full view of the participants?