Unobtrusive Observation

Unobtrusive Observation

Utilizing our advanced observational toolkit, our technique systematically analyzes the activities from the natural context to create deep and meaningful insights into respondents’ behavior. In contrast to standard ethnography, Noldus’ observational toolkit allows the observer to effectively capture respondents’ behaviors without influence.

  • Noldus IHUT

How do consumers use your product in their homes? How do you get feedback from your customers to help drive product improvement? The ideal way is to measure consumer behavior in a natural environment. Noldus consultants can design and implement In-Home Usage Tests (IHUT) to examine product usage in consumers’ homes. Most importantly, we take that data and provide valuable insights from these tests to drive product usage, innovation, and improve market performance.

The IHUT standard toolkit includes, but is not limited to:

  • in-home video/audio recording
  • mobile eye tracking
  • mobile brain activity measurements
  • mobile heart rate measurements
  • online and offline facial expression analysis

Project scope

No matter what the project scope, we are ready to advise and assist. Noldus IHUTs can help understand:

  • How consumers interact with the product in a natural environment.
  • The sequence of consumer interaction with the product(s).
  • In-the-moment consumer feedback about the product as it is used or consumed.
  • Product satisfaction.
  • Potential new uses for the product.

 

Components

Noldus IHUT makes use of a variety of tools to capture any desired component of an in-home consumer study. Using the latest in software and hardware tools, Noldus consultants help design the IHUT to capture emotions, excitement or frustration, and even can key into unexpected behavioral patterns. The IHUT standard toolkit includes, but is not limited to:  

  • in-home video/audio recording
  • mobile eye tracking
  • mobile brain activity measurements
  • mobile heart rate measurements
  • online and offline facial expression analysis

 

Project Design

Based upon client need, and desired end goal, we will recommend the ideal way to capture consumer usage in the home. Some examples are:

  • Have respondents take photos/videos of themselves interacting with the product(s)
  • Install a temporary video recording studio in the home

As video tells the real story, these methods uncover natural consumer behaviors in the most ideal way. After video collection, we can also gather consumer feedback with more traditional tools such as surveys or interviews. All data is put together to provide the deepest insights available into consumer product use.

 

Insights

Noldus IHUTs provide market researchers with deep and important insights into all facets of how a product is perceived and used during the consumer’s daily routine. Are consumers overlooking an important step in preparation? Are they having trouble with opening/closing a package? A Noldus IHUT can reveal such product challenges, and how to apply the learnings to designing a better product.

 
 
 

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