Access to reality: observations on observational methods

Purpose To bring to the fore, the importance of observational methods in research in marketing. Design/methodology/approach A synthesis and reflective comments based on experience of the use of qualitative methods. Findings Research in marketing tends to stick to mainstream, verbal methods (words and numbers) which do not give deep enough access to marketing reality. As the bulk of communication is non‐verbal more use of observation, researcher involvement and direct experience is called for. Research limitations/implications Recommended use of more observational methods among researchers in marketing. Practical implications Closer access to marketing reality provided by observational methods can offer practitioners better market data and better marketing models and theory and thus an improved base for decisions and action. Originality/value Especially, to put demand on academic researchers and market research institutes to offer insights that go beyond mere words and numbers.