Mass-Observation is a process used to capture “the true nature” of a place by sending individuals out to observe and record everyday activity. This data can uncover meaning in unusual places and serve to depict the real character of a community.
Originally designed to capture the character and spirit of Great Britain, Mass-Observation is rooted in the theory that the true nature of a place will be captured best by taking note of the mundane, the commonplace, and the oft-overlooked details. Called the “science of ourselves,” the concept seeks to democratize the collection of social data, but also to look for meaning in unusual places.
Mass-observation simply involves sending individuals out to observe and record as many details as possible about a community. They may attend local events or simply spend the afternoon on a park bench, taking note of what happens nearby. Data includes observations of actions, behaviors, and conversations, as well as notes about any non-human elements of the community. Observers can be outside consultants or volunteers or average people from the community; the more people contributing observations, the better.
After data is collected, it may be assembled into a document or database, and can then be analyzed for specific elements or ideas that are relevant to identifying community character or planning issues, since the real value of this process lies in distillations of the data after it is collected.
This process can be an excellent complement to surveys or other public engagement processes. Observation often shows slightly different results than what people report in surveys or conversations, and it can be used to "ground truth" other data.
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