In-Situ Observational Research
- In many market situations, the context is critical. If people are gathered around a boardroom table in the neutral setting of a focus group, they rely a lot on their memories and imaginations, and may be omitting key points.
- Instead of hearing “you had to be there” or “it’s hard to explain…” around a focus group table, we have conducted research at peoples’ homes, in stores, restaurants, workplaces,and travel situations.
- We’ve even studied travelers’ reactions to inflight service innovations on an aircraft.
- As with shop-a-longs, the freshness, relevance and spontaneity of responses is the essential advantage of in-situ research.
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