F2F | Personal interview is conducted face-to-face, one-on-one with the respondent.
We perform this methodology using the tablets (TAPI). The questions are given according to a structured questionnaire. At the first stage of research, the interviewer undergoes a special training cource: he must understand how to select the respondents and learn the rules for conducting the interview and the method of establishing personal contact.
Advantages of F2F interviews:
– Ability to visually demonstrate variants with answer sheets, designs, logos, different packaging and other materials;
– Understanding if the respondent truly understands the meaning of the question and how sincere the response is;
– It is not limited in time: it is recommended that duration of one interview to be between 25 and 90 minutes (35-120 questions);
– Opportunity to communicate with representatives of inaccessible social classes;
Disadvantages of F2F interviews:
– a comparatively high cost;
– the need for large time expenditures.
F2F interviews can be conducted:
– at the place of residence of the respondent;
– in the street;
– in public places and high-traffic areas;
– in central locations.
- Place of residence of the respondent
The most frequently is used the method of random household selection. Using survey method in the apartment, the operator can demonstrate visual materials (eg, product designs), define the structure of consumption of the product, identify the characteristics of behavior and psychographic characteristics of respondents. - In street and in public areas
The most simple and economical method of data collection. However there are situations when survey in the streets are the most suitable solution, if you need to get data in reduced terms and minimal cost, to demonstrate product models, something new and many other visual means. The representative sample involve searching the respondents in a random way. - Central locations
In cases where the survey structure is quite complicated, with multiple passes or cycles and the survey requires demonstration of a large number of sheets or images, it is recommended to survey in designated rooms. These surveys are not conducted by interviewers, but by specially trained moderators.