Some types of research are significantly more effective and accurate when interacting with consumers in person. Suppose a prototype is too confidential or in a limited quantity to be sent to consumers for in-home testing. Or when it’s essential to be able to read the respondent’s body language. While rich in insight and efficiency, online qualitative focus groups are not as immersive as in-person ethnography. They also lack the energy and dynamics of in-person groups.
In-person research aims to understand people’s real feelings and reactions, but it can be difficult to capture participants’ honest sentiments. They might tailor their responses to the researcher or moderator, giving a false impression of their attitudes. When conducting in-person market research, it is essential to ask the right questions. Participants should be willing to cooperate and communicate well.
In-person research is often more difficult than it seems, so make sure you choose a research company with extensive experience in this area. These companies can offer safety and privacy protections. If you choose to conduct in-person research, you’ll want to know that they follow best practices in conducting this type of research.
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