Observation is particularly useful in those cases where information collected using survey methods is not sufficient or falls short of reflecting the full nature of a given trend. A researcher (observer) uses a standardised list of relevant information (behaviour), which should be described and explained by means of observation.

The ability to study a particular product and have information available for the product such as how many stores carry it, the number of facings, special displays, and the prices associated with the particular product. The mystery shopper or caller research technique is most commonly used when assessing staff behaviour toward customers, examining consumer behaviour in real-life conditions and evaluating the environment in which specific products are sold.