Observation / ethnographic method

Collection of primary data by means of observing the selected people, actions and situations. The researcher identifies and registers all the factors related to the object or phenomenon under consideration.

There are three main approaches to organizing observation:

  • 1)by character of the environment Ц field (in a real situation) or laboratory (in an artificially created situation);
  • 2)by degree of formality Ц free (the observer follows only the general plan) or standardized (events are registered according to a detailed scheme);
  • 3)depending on the observerТs position Ц internal (the observer imitates entrance to the environment observed and analyzes the events Сfrom insideТ) or external (the observer observes the events openly or incognito).

Our experience proves that the best materials are provided by the internal field observance with a free plan. It is realized through Сliving a dayТ with the respondent. The respondentТs actions, communications, environment, people etc are audio or video recorded, or photographed. Apart from simple registration of what happens, the respondentТs comments and subjective logic are recorded.

We also use the following methods:

  • creative illustrative diaries
  • creative video diaries
  • stationary video recording
  • accompanied purchase
© Add Up Research, 2007-2012


02.02.2012 Participation in TV program about Google technology
The topic of the movie - Google Search Engine technologies

27.10.2011 Russian business possesses hidden potential
The interview with the owners and managers of new investment projects demonstrate that Russian business possesses huge hidden potential. The possibilities of growth are reserved in the all-inclusive approach to creation of the business project management system and implementation of modern tools.

20.05.2011 ADD UP Research marketing agency provided the results of the research: Internet Software Store Interface Perception.
Our company has finished the research of perception of the Internet Software Store.

18.02.2011 Online focus-groups: initiative project carried out
ADD UP Research agency implemented the initiative project for carrying out focus-groups. The focus groups within the mutual project between ADD UP Research and Tiburon Research has been carried out successfully.