Unobtrusive Research

Unobtrusive research is a truly interesting aspect of Public Relations Research.  Research, as we have learned, is collecting all different sorts of data and information and analyzing it so that it the researcher gains a better understanding of what they intended to find out.  Unobtrusive research follows similar standards of normal research, however the vital part that makes it very different from other types of research is that  the subjects can't know they are being studied and researched.

Fashion Public Relations of course requires a variety of different types of research.  Unobtrusive research is used during Fashion PR as well.  For designers to determine how their clients use the clothes and what styles the particularly like, unobtrusive research fits perfectly.  If a consumer of the clothing knew they were being observed they likely would make certain efforts that they wouldn't if they didn't know they were being studied for a research report.  An important part of unobtrusive research is that the subject be in their natural element.  For example, someone who know's their shirt is being observed for research would take a few steps subconciously or conciously to make their outfit look ideal to them.  Perhaps they would be sure to match it perfectly with their pants, or wear certain under-garments to make it more flattering or even make sure that the item of clothing is ironed so that they look neat.  In reality, the designer most likely wants to see the shirt when they dont really think about it.  They want to see if the shirt goes well with all different pants, not just a certain color.  Or perhaps they would like to see how the shirt looks when it has been worn a few times and not been washed or ironed.  Unobtrusive research  allows for the designers to see exactly what the clothing is like for their customer's on a typical day.

Los Angeles is innundated with large clothing stores.  Designer Rachel Salzman decided to open up a store with her business partner that would make it for a unique type of botique.  They did a great amount of researching to ensure that their store would have an edge or something different.  They saw that the area had Japanese authenticity, a variety of gardens and after viewing people in the area they saw that they always were going to the gardens or restaurants and then leaving.  There was no store for them, so using research they figured out the ideal place for their new botique, that would have the Japanese influence in it!