The observational study is to observe and analyse the behaviour of the individual in real time at consumption or purchase areas…

This approach aims to :

• Discover the habits highlighting spontaneous behaviour.
• Test the performance and the attractiveness of a product or a brand.
• Assess the presentation and the atmosphere at the sales area.

Observational studies aim to adapt the market place or the presence in it to make pleasant the customer’s experience and to maximize the chance of the product being chosen by customers.