Observational research gained more importance in the speciality literature lately, as the method allows researchers to understand better the purpose of information in people’s life. Many researchers that tested modern data collection techniques returned to observational concept, using it on a large scale as a basic method in influences evaluations on buying decision process. The research team had to realise a qualitative research pattern to be used in the business environment. The chosen example was arbitrary. The starting point was not real needs and problems of any company. The purpose of this research is to found the promotional strategy for a furniture cleaning product. The qualitative study’s objectives are: (1) understanding the manner that people clean the furniture in their apartments; (2) identifying motivations for choosing certain furniture cleaning products; (3) identifying the ambient elements associated to furniture cleaning activities. The research method is the unstructured, undisguised, direct observation, followed by an interview. Conclusion synthesize the typical elements to be included in the advertising message, following the manner people are cleaning their furniture. Some of these elements refer to: main character is a married woman, 20-30 years old, cleaning the living room furniture; the furniture is decorated; there is an opened TV in the room on a musical channel. The text elements should include expressions such as: “I usually spend 2-3 hours to clean the house on Saturdays”, “My daughter also helps me cleaning around the house”.