This report is based on research initiated to determine the potential role of observation methodology in market plan development. This report is based on 100 observations conduced in a supermarket dairy department. The findings have implications for market planning, merchandising and communication strategies. As a pilot project, the results are not based entirely on randomly selected customers. This reports represents efforts to apply and refine the observation technique and not necessarily to convey results that can be projected to all shoppers in a supermarket. Further work is being done to accomplish random observations.