Observation research of consumer behavior for marketing decision support

Abstract

The purpose of this paper is to reveal a complaint and needs, insight from a practical way of observation such as brushing teeth. In our observation treated extreme users who will be likely to have the power of expression towards using goods as participants to reveal sub-consciousness under behavior. We take the adoption of a new ethnography. This way is defined by Fetterman, that it is combined to report a practical way of observation and interpretation. The behavior was recorded on video by their family not to disturb their own natural way. Moreover, we questioned the participants and cameramen about a behavior with watching videos to clear the gap between their behavior and recognition. We analyzed to report a practical way of observation, the participant's impression and ideas from seeing video. We will discover subconscious dissatisfaction and needs. Under this approach, many participants did hard brushing every day, because they would not take artificial tooth. They have misunderstanding that the carefully brushing is strong brushing or long-time brushing. We found this approach helpful to understand customer insight that 'brushing carefully' meant 'brushing strongly' and participants relied on 'quantity' of brushing in other words. As a result, consumer discovery of insight will contribute to create more effective and efficient communication message for advertising and package, it will improve method of product and service development with high reality. © 2011 Springer-Verlag.