An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

Question

Quizplus · Accepted Answer

The research approach described involves observing consumers in their natural use environment, which is the main focus of ethnography. Ethnomethodology focuses more on uncovering hidden assumptions and understandings that people have about social phenomena, rather than emotional reactions to products. Field experiments involve manipulating variables in a natural setting to see how they affect consumer behavior, which is not described in the scenario. Observation is too general of a term and does not specify the approach of observing consumers in their natural use environment.

An Observational Approach to Discover Subtle Emotional Reactions as Consumers