Observation: Contraction of Self
Observation, as sold in qualitative research, is often but a remote and almost sanitized view of consumer targets.
And yet observation is a technique taken wholesale from anthropology, and originally consisted in integrating the observed person’s world “body and soul”. In anthropology, this sort of absorption is qualified as “participant” in the sense that the anthropologist observes from within this participation.
Doing this means forgetting yourself to better enter the observed person’s world. It presupposes a “contraction of self” in order to be absorbed within one’s research subject. Being both physical and emotional, it enables a deep understanding of the habit observed.
The New Anthropology has revived this method to better enter the targets’ world and achieve emotional understanding of what drives and motivates them. An understanding which leads onto effective action in Emotional Marketing.