Mass-Observation is a United Kingdom social research project; originally the name of an organisation which ran from 1937 to the mid-1960s, and was revived in 1981 at the University of Sussex.

Social research is research conducted by social scientists following a systematic plan. Social research methodologies can be classified as quantitative and qualitative.Quantitative designs approach social phenomena through quantifiable evidence, and often rely on statistical analyses of many cases to create valid and reliable general claims. Related to quantity. Qualitative designs emphasize understanding of social phenomena through direct observation, communication with participants, or analyses of texts, and may stress contextual subjective accuracy over generality. Related to quality.