With a trained researcher's keen eye or even a video camera as a tool, we look at sponsorship first-hand - in the stands, in the home, and in the store - direct from the consumer’s vantage point.

Observational research empowers the sponsor, allowing consumers to demonstrate to us how they experience sponsorship, taking us to places and showing us things we would otherwise never have the opportunity to witness.

Whether for evaluation or exploration, observational research advances qualitative knowledge of sponsorship to a new level of insight and actionability.