In this chapter, a concise overview of the research design is provided. The chapter then discusses various measurement techniques, focusing on both qualitative and quantitative research methods. Qualitative methods include analysis of focus groups and expert opinions, while quantitative methods cover quasi-experimental designs, questionnaire development, and the overall structure of the questionnaire. Next, sampling strategies and the steps taken to gather data are examined. A range of statistical methods is presented thereafter. The chapter also details the responses obtained from the street-intercept survey. Following this, the results of the survey, including the manipulation check, reliability of the adopted scales, and the development of the Customer Ren Orientation Scale, are thoroughly analysed. The structural model of the Customer Ren Orientation Scale is clarified, along with discussions of direct, indirect, and total effects. Finally, a summary of the results is presented.