Which marketing research technique involves observing customers and non-customers?

The technique that involves observing customers and non-customers is behavioral observation. This approach allows marketers to gather insights based on actual behaviors rather than self-reported feelings or thoughts. By closely monitoring how individuals interact with products, services, or brands, researchers can identify patterns, preferences, and unmet needs that might not be disclosed through direct questioning.

Behavioral observation can reveal crucial information about customer decision-making processes and their experiences, providing a deeper understanding of both customer and non-customer behaviors in real-world settings. This method is particularly valuable for understanding genuine reactions and interactions, thereby helping businesses refine their strategies based on authentic customer experiences and insights.