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Topic: Miscellaneous
Number of pages / Number of words: 11 / 2958
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If my clients are along, they begin to get very antsy at this point, because they're seeing the same thing I am: nothing out of the ordinary.

Rule 1 for observational researchers: "Ordinary" is what you're there to observe. If you don't go looking for something extraordinary, you won't be so anxious when it doesn't appear...


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What you're really looking for are the insights hidden in "ordinary."

Observation gives you the chance to answer those questions such as "What do you do when that happens?" that come up all the time in focus groups. Suddenly you're not restricted by respondents' memories, or their reluctance to discuss the issue in a group, or their desire to conceal what they really do in order to present a more admirable face to the rest of the group...


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