Glossary

Shadowing

Shadowing is a fairly new method of qualitative research and combines the techniques of both participating observation as well as survey interviews.

In most cases shadowing takes place in the natural living environment of customers or consumers. However, it can also be conducted as participating observation of work flows or routines in connection with working or industrial psychology.

The method of shadowing aims at observing the actions and reactions of customers (or employees) both within their “world of consumption or work” as well as within their own world of everyday life, which leads to a better understanding of their complex behaviour patterns.