Which technique best helps in obtaining direct consumer feedback?

The technique that is most effective in obtaining direct consumer feedback is the focus group. Focus groups involve gathering a small group of participants who represent the target market and encouraging open discussion about their thoughts, feelings, and opinions regarding a product or service. This method allows businesses to obtain qualitative data, as participants can express their views in a nuanced way that goes beyond simple yes or no answers.

Additionally, focus groups enable the facilitator to probe deeper into consumers' responses, uncovering underlying motivations and preferences. This direct interaction fosters a rich understanding of consumer attitudes, which is crucial for making informed decisions about product development, marketing strategies, and customer service improvements.

Other techniques mentioned, such as observation, provide insights into consumer behavior but do not capture their opinions or sentiments directly. Electronic point of sale systems mainly collect transactional data rather than feedback on consumer experiences or feelings. Market projections rely on statistical analysis and forecasting rather than on direct input from consumers, making them less effective for gathering immediate feedback.