ONSITE/ FIELDWORK RESEARCH
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Onsite surveys are advantageous as they provide face to face interaction with participants enabling us to target specific audiences and collect the ‘voice of the consumer’ feedback which is up to date. As with face to face interviews, this format allows the interviewer to fully explain the questions and explore responses ensuring no ambiguity.
We find on site surveys particularly beneficial if relating to customer satisfaction from a faculties, service or experience point of view. We have a team of fieldwork agents experienced in working in the field, intercepting participants and collecting responses around your subject area, obtaining data for your research project.
Our interceptors will conduct a short and concise survey in an appropriate location to target your audience whether this be in a shopping centre, tourist spot, food court, town centre etc.
When recordings are required, for consumer Vox Pops or for product and taste tasting, we have a camera team with audio recording equipment to ensure we capture responses clearly.
BENEFITS OF ON-SITE SURVEYS
On site face to face offers accurate screening as interceptors can target passing consumers and ask screener questions prior to commencing with the survey.
Lower incentive costs
Dependent on the subject matter and nature of the onsite survey, incentives can be lower as consumers are going about their usual day and will only be held up for 5 mins, in comparison to face to face interviews or focus groups where participants have to go to a specific location.
Higher volume of qualitative data
Capturing research data on location can be a cost-effective means of capturing larger volumes of qualitative data. The results data may not be as in-depth as focus groups, but a well structured survey can provide great insight from a larger pool of consumers.
Ability to capture verbal and non-verbal cues. A face to face interview allows our interviewers to capture visual queues such as body language along with responses such as discomfort or enthusiasm on the topic.
The interviewer can keep the participant focused on the questions which you don’t have with online surveys and can also enlarge on a question to ensure the respondent understands the question.