The market research industry is witnessing a fascinating resurgence of in-person research methodologies, mirroring a broader consumer trend towards real-life experiences and a desire for deeper engagement.
While online and digital collection methods have dominated in recent years, there’s a growing recognition of the unique value and insights that can only be obtained through face-to-face interactions. This shift is driven by both the evolving needs of researchers and the changing preferences of consumers.
We have experienced firsthand at Give Opinions, with in-person research making up 38% of projects we’ve recruited for our sister-company BEAM in 2024 (+13% vs 2023).
The Limitations (and Benefits) of Digital
While online surveys and digital analytics offer convenience and scalability, they often lack the depth and nuance of in-person research. Researchers are finding that certain types of data are best captured through direct observation, non-verbal cues, and the subtle interactions between humans. For example, understanding emotional responses, gauging genuine enthusiasm, and observing real-time reactions to products or concepts can be challenging in a purely digital environment. Not to mention that the reliance on digital methods of research has also been exclusionary for those who are digitally disadvantaged and therefore, unable to take part.
Conversely, the flexibility and convenience of online research allows for higher levels of accessibility and wider, more inclusive participation for those who would otherwise have been excluded. Busier diaries, constant reprioritising of commitments, preservation of personal time, on-the-move lifestyles, and post-Covid behaviour changes have driven a reluctance to fully commit to full participation to in-person research events. The reduced time commitment of digital research has also made involvement much more appealing to time-poor participants, ad
The Return to Real Life Beyond Research
This shift towards in-person research aligns with a broader consumer trend of returning to in-store shopping and seeking real-life experiences. After years of digital saturation, consumers are craving authentic connections, tangible interactions, and a sense of community. They want to touch and feel products, engage with knowledgeable staff, and be part of a shared experience. It’s becoming clear that this desire for real-life engagement extends to their participation in market research. Consumers are increasingly willing to participate in focus groups, in-depth interviews, and in-store intercepts, where they can share their opinions, contribute to product development, and feel heard in a way that is more tangible than with digital participation.
The Benefits of Face-to-Face
In-person market research offers several key advantages:
- Deeper Insights: Face-to-face interactions allow researchers to delve deeper into consumer motivations, understand their underlying needs, and uncover hidden insights that might be missed in online surveys.
- Non-Verbal Communication: Observing body language, facial expressions, and other non-verbal cues can provide valuable context and reveal unspoken thoughts and feelings.
- Authenticity and Engagement: Real-life interactions foster a sense of trust and encourage more authentic responses, leading to richer and more meaningful data.
- Building Relationships: Face-to-face interactions create opportunities for researchers to build rapport with consumers, fostering a sense of collaboration and co-creation.
The Evolving Landscape of In-Person Research
The resurgence of in-person research certainly doesn’t mean a complete abandonment of digital methods. Instead, it’s about finding the right balance between both approaches for a more holistic understanding of consumer behaviour. Researchers are adopting innovative in-person methodologies, such as:
- Immersive Experiences: Creating pop-up shops, interactive events, and sensory experiences that allow consumers to engage with products and brands on a deeper level.
- Mobile Ethnography: Accompanying consumers on shopping trips or in their homes to observe their natural behaviour and understand their real-life needs.
- In-Store Intercepts: Engaging with shoppers in retail environments to gather immediate feedback on products, displays, and the overall shopping experience.
- Co-Creation Workshops: Bringing consumers together to collaborate on product development, ideation, and problem-solving.
The Future of Market Research
The future of market research lies in a blended approach that combines the strengths of both digital and in-person methodologies. By leveraging the scalability and efficiency of online surveys with the depth and richness of face-to-face interactions, researchers can gain a more comprehensive understanding of consumer behaviour and drive more effective business decisions. This human-centric approach to market research not only benefits researchers but also empowers consumers, giving them a voice and a role in shaping the products and brands they love.
In a world increasingly dominated by digital interactions, the human touch is more valuable than ever. The resurgence of in-person market research is a testament to the enduring power of real-life connections and the desire for authentic engagement. By embracing this trend, the market research industry can unlock deeper insights, build stronger relationships with consumers, and drive more meaningful innovation.