Field Research

The most accurate data through face-to-face conversation.

Field research is a method in which interviewers in the field, according to predefined quotas, interview respondents face to face. During this process, they record the answers in a printed questionnaire or in an application on a mobile device. This is an excellent method for collecting data about people, their habits, and attitudes.

A personal interview survey, also known as a face-to-face survey, is a method used when a specific target population is involved. The purpose of the survey is to explore people's responses in order to collect deeper information. During the conversation with the respondent, the interviewer can ask follow-up questions to obtain better answers.

Advantages of field research:

- Collecting numerical as well as descriptive information

- Misunderstandings are easier to clarify through conversation

- Sample control

- Possibility of testing products on site

Field research is focused on collecting original data in the field.

To provide you with the most precise data, we follow these steps:

- We jointly formulate the request

- We present and refine the offer

- We create a questionnaire that will lead to accurate data

- We conduct the research

- We process and analyze the data

- We report all obtained information, statistics, and trends

Field research is probably the most popular and oldest form of survey data collection. It remains the best method for minimizing avoidance of answers and maximizing data quality. Face-to-face interviews are often used for projects that may be considered sensitive, confidential, or otherwise specific. This method is universally effective, whether the research is needed for examining opinions or for product testing.

The face-to-face interview method provides advantages over other data collection methods, including:

- Accurate screening. Face-to-face interviews help in more accurate screening. The person being interviewed is not able to provide false information when probing questions such as gender or age. Online and mobile surveys can actually encourage falsification of responses. Individuals may enter inaccurate demographic information in order to complete the survey. In face-to-face testing, trained interviewers enter 100% correct data and answers.

- Verbal questions and nonverbal communication. Face-to-face interviews capture verbal and nonverbal communication, including body language that may indicate discomfort or enthusiasm. Online or mobile surveys cannot capture nonverbal signals.

- Respondents remain focused. The interviewer is the one who has control over the interview and can keep the interviewee focused and on track until the end of the survey itself and the final questions. Online and mobile surveys are often completed during a respondent's convenient time, and are often in the midst of other distractions such as texting, reading and responding to emails, video streaming, web surfing, social sharing, and more, which are major distractions that reduce the quality of the survey. Face-to-face interviews are free of technological distractions in terms of distraction and distraction.

- Observing emotions and behavior. Face-to-face interviews can undoubtedly capture the emotions and behaviors of respondents. Just as they can't capture nonverbal cues, online and mobile surveys also can't capture raw emotions and behavior.