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Title: Observational Research Handbook: Understanding How Consumers Live with Your Product by Bill Abrams ISBN: 0-658-00073-X Publisher: McGraw-Hill/Contemporary Books Pub. Date: 01 March, 2000 Format: Hardcover Volumes: 1 List Price(USD): $49.95

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Average Customer Rating: 4 (1 review)

Rating: 4
Summary: Interesting but probably poorly understood by executives
Comment: A bit repetitive at times, perhaps because the author didn't have permission to discuss a lot of different client projects. I came away thinking that observational research (which includes interactions with consumers - not just watching them) is a sophisticated research and planning activity that only the most advanced corporations (e.g., General Mills, Xerox, Hallmark, P&G, Toyota) understand and hire for (or maybe they use their own in-house experts, something that Abrams discourages). I would also expect that it takes a lot of training and experience for someone to do this without unintentionally influencing the study - although Abrams reinforces the point that this is subjective and qualitative - and that is part of it's value. Sure seems like if a observational researcher can do this well, they could discover things that could change an entire industry (like the Palm Pilot or the Chrysler Mini-Van). Overall, I found the book to be "okay," the method itself - potentially ground-breaking.

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