1. Introduction
Observation methods in general are appropriate to observe behaviors of customers directly rather than self reported behaviors. Therefore these methods are more reliable to identify customer needs.
The advantages of observation techniques reach from removing major causes of error in market research like memory loss, poor recall and perceptions affected by experiences after the original experience, over reducing errors of translation, to using samples of behavior instead of signs of behavior. Observational research as well affords providing richer data sets including non-verbal and physical behavior, uncovering unconscious behaviors and providing context. The fact that this method focuses on actual behavior makes it more expensive than the cheaper self-reports but offers generally higher value (Walden 2003 & OPC)
Nelson & Ross (2005) noted that research on product development and innovation effectiveness over the last years has shown that comprehending customer......
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