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Direct Observation
Non-Participant Observation
A researcher systematically watches and records the behavior of people in a setting without participating, often moving from broad to focused observations. It involves external participants and produces new data about their actions and interactions.
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Low – Medium
Fidelity level
N/A
Stage
Discovery
Hypothesis type
Exploratory
Goal type
Find product-market fit, Deepen product-market fit, Maximize societal impact, Drive corporate innovation / R&D, Improve operational efficiency
Randomization
N/A
Study design
Cross-sectional multi-group study
Minimum units needed
1
1Best Fit When
Best when you need a rigorous, systematic understanding of real behavior in a setting, without the observer's presence directly shaping the interactions being studied.