Typically, in low-involvement product categories, perception variables and cultural influences are most important. Cultural rules govern how we squeeze a tube of toothpaste, how we open packages, how we use a bath towel, who does what work, etc. Most of us are relatively unaware of these cultural rules. Understanding how these cultural rules influence a particular product can be extremely valuable information for the marketer. The three major motivational research techniques are observation, focus groups and depth interviews.
Observation can be a fruitful method of deriving hypotheses about human motives.
Anthropologists have pioneered the development of this technique. This same systematic observation can produce equally insightful results about consumer behavior. Observation can be accomplished in-person, or sometimes through the convenience of video. It is easier to observe consumers in buying situations than in their homes, and here the observation can be in-person or by video cameras. Generally, video cameras are less intrusive than an in-person observer.