Observational research is very tricky and I don’t recommend using this method without the help of a professional. There are tools and techniques to give you the information that you want that can sometimes be counterintuitive but there are a few things you can do without the help of a pro. Mostly it involves watching your customers interactions with their environment. What path do they take through your space? That lets you know the most valuable real estate for displays. Here are some other ideas you can use.