In some cases – particularly those which rely on smaller details – a consumer survey may be inefficient and unable to provide the necessary information. For instance, sometimes the consumer cannot remember precise details and cannot exactly describe his/her behavior, or sometimes – for a variety of reasons both conscious and unconscious – the consumer “embellishes” reality.

Observation allows the researched issue to be studied in real time and in actual situations and, in this respect it provides an incomparable accuracy of data. Today, a research combination of various observation and survey methods is gaining more and more popularity worldwide. This method is an ideal way to closely study consumer behavior, specifics and environment, and ACT offers both ethnographic studies (consumer lifestyle, purchasing and consuming behaviors, etc.) and “mystery shopper” services (a detailed evaluation of services provided by a certain company and the observation of competitors).