Observations Record the Outwardly Recognisable Behaviour

With observations, the outwardly recognisable behaviour of the test subjects in the relevant environment is recorded (e.g. at the point of sale). A differentiation is made between open and undercover observation. With undercover observation, the observer cannot be recognised as such, one example being mystery analyses. In open observation, the observer is revealed to the subject. With shadowing, he or she accompanies the customer in a specific behaviour, e.g. when shopping or on a train journey; with a user experience test the trial manager observes a subject using an application, e.g. website.