What Are Some Examples of Market Observation?

Some organizations might rely more on prototyping or rapid when we talk about guorilla. There are analytical and financial and what we would consider more traditional business modelling type things tat you can do in the gorilla category. What are a couple of these examples, if you want to speak to any of these? I mean, in market observation that comes from the design research tradition at ideo, that is going out and watching people.