Putting research where it really counts
It is often important for clients to see and hear respondents’ own words. But equally there are very good reasons to follow respondents to where the action really is, whether in homes and gardens, pubs or holiday resorts.
There are diagnostic issues, about individual perception and choice, which are best answered on a one-to-one basis. When that takes us into consumers’ homes, we contextualise the learning within the respondents’ wider life-choices.
We find that in-home interviewing and reportage (courtesy digital cameras), gives unique insights into the reality of customers’ buying decisions.