Methodologies
The operational methods used by the Observatory are applied in the two basic areas of qualitative and quantitative research:
Qualitative methods (e.g. thematic workshops, focus groups, Delphi, etc.) are used for investigative research to identify relevant issues from a top-down perspective and to engage retail leaders. Qualitative analysis plays a fundamental role as it enables the involvement of companies in the process of applied research. It often represents the first stage of the research process, which then develops into quantitative research.
Quantitative methods (e.g. cross-sectional or longitudinal panel surveys), on the other hand, serve both as a means of testing hypotheses underlying the use of qualitative methods and as a monitoring tool in longitudinal studies. Quantitative research may target salespeople and frontline staff, or even specific consumer groups.
The Observatory's work requires that research respond to actual retail priorities through a qualitative-quantitative approach. In particular, these priorities are identified through an annual comparison between a scientific table and a technical table.