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In Person Market Research

The Importance of In Person Research

In the realm of market research, there’s a distinctive allure to in-person research that transcends screens and wires, capturing genuine human connections and unfiltered insights. Face-to-face delivers on empathy, captures nuanced body language and creates personal connections that can be explored further.

We have learned a lot over the years about virtual research, but at the end of the day, MR professionals are the first to admit that in-person research achieves an added layer of richness. No matter the technology used, insights gained simply from things like body-language are not able to be replicated behind a screen.

Respondents are eager to be together and engage in a group conversation! We are facilitating mock trials, taste tests, usability studies, and more. Being in the same room allows for a free-flowing conversation as opposed to a call and response that is often applied to online research.

I’m thrilled to receive positive feedback from our clients regarding successful in-person research. It is now if there was a time to explore how your audience receives your brand directly.

Sarah Kotva, Executive VP, Fieldwork

Qualitative Means Quality

In-person research is truly the best way to get the most of participants. Face-to-face interactions open a world where genuine connections foster rich, unscripted insights. It’s the subtle cues—the raised brow, the nod of agreement—that weave the narrative of genuine understanding. While tech plays its part, nothing beats the depth of personal encounters.

That’s why incorporating face-to-face interactions in research methodologies can be so valuable. By engaging with real people in-person, researchers can reveal nonverbal cues and offer a more complete picture of participants’ attitudes, behaviors, and needs. The magic of in-person research is undeniable.

In-person research, by far, is a practical, relevant, diverse, and inclusive way of getting that more profound level of understanding of how we, as humans, are evolving.

Roben Allong, President of QRCA

Advantages of In Person Research

Conducting in-person research is your competitive advantage! In a world that increasingly relies on technology, the value of human-to-human interactions cannot be overstated, particularly when it comes to market research.

While advancements in artificial intelligence and other digital tools can streamline research processes, they can also introduce significant issues, such as fraudulent responses and lower quality samples.

Learn More About the Advantages of In Person

1. Easier to Read Non-Verbal Cues

2. Provides a More Secure Environment

3. Group Dynamics Generate More Opinions

4. Participants React Instinctually

5. All Five Senses Are Involved

Sarah Kotva and Aryn O'Donnell posing with a #FacetoFaceMRX balloon

About #FaceToFaceMRX

In 2020, Fieldwork developed #facetofacemrx to create an industry swell and bring focus to the magic of face-to-face interviews. Join the conversation by following and using #facetofacemrx.

Please join the insights community by using and following #facetofacemrx to raise awareness about in-person research happenings.

This collaboration and purpose of this effort is not to further our individual brands but to support the foundation of our industry.

Join the Initiative

two people talking at a market research venue

At Fieldwork, we’re making face-to-face research happen every day.

Whether it’s hosting an in-person focus group or meeting you at your place to handle on-site logistics, our expert team is ready to lend support. Ready to get started on your next in-person project?

Start Your Research