What do you call a method of researching consumer behavior that consists of interviews and observations?

Field research refers to the process of gathering primary data directly from the environment where consumer behavior occurs. This method involves engaging with consumers through interviews and direct observations to understand their preferences, motivations, and behaviors in real-world situations. By capturing this firsthand information, businesses gain valuable insights that help define market trends and consumer needs.

In contrast, desk research involves analyzing existing data that has already been collected, such as reports, studies, and articles, rather than collecting new data directly from consumers. Analytical research focuses on using statistical methods to interpret existing information quantitatively, rather than engaging directly with consumers. Explanatory research seeks to explain the reasons behind consumer behavior but may not necessarily involve direct observation or interviews, which are hallmarks of field research. Thus, the aspects of direct interaction and observation distinctly characterize field research as the correct answer.