In Market Research we try to achieve the best way to cover the goals set in the objectives of a study. The path to achieve them depends on many factors. Among these we can find the intrinsic ones of the organizations involved and the extrinsic ones related to the environment and the consumers themselves. Everything in life has two sides. There is no perfect tool. It is necessary to choose one of them depending on the conditions.
Eight days ago we addressed in this blog 4 disadvantages of the application and design of self-administered interviews. Far from wanting to discourage its use, we wanted to criticize this technique to collect data and information from people. This week we want to continue with this review, but paying attention to the positive characteristics of these instruments.
Lower courtesy risk. In Latin America we have the habit of wanting to look good to others before expressing ourselves with complete freedom. For this reason, people who attend an interview will prefer to give positive and friendly answers to look good to the interviewers. In a self-administered interview, several people can be free to express themselves more closely with their true impressions and ideas.
Less intermediaries. In other information gathering techniques, somewhat large work teams are contemplated to achieve the objectives. This is because it is necessary to have interviewers, supervisors and other positions at work sites. When the same people answer their interviews, it is possible to reduce these staff teams a little because the interviewers can become assistants to resolve consumer doubts.
Greater reach. If our research is not probabilistic and we need to cover a very small market niche, self-administered interviews can be a good alternative. When first responders discover the scope of our capture instrument, they are encouraged to invite those close to them to participate.
Better qualitative findings. Sometimes for the sake of productivity interviewers may be tempted to summarize or rephrase responses to open-ended questions. Although not in all cases this represents an obstacle to achieving the goals set, in other studies it does affect the quality of the results because the details found in certain words or vernacular concepts are lost along the way. If people are free to respond alone, they may be encouraged to use their own terms.
Market Research is a discipline that understands well that each investigation is completely different from another; even in cyclical projects. Anyone who lived through the COVID-19 pandemic can attest to this. That is why it is necessary to have knowledge of the greatest number of tools and techniques available to satisfy the needs of brands and companies that require our advice and services.
At Acertiva we are aware of this. Thanks to our more than twenty years of knowledge in LATAM countries, we can make the best of our segment available to our clients. Our analysts and strategic allies are ready to attend to your projects. Send us a message today so you can find out how together we will write your next success story.
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