Today, it’s incredibly easy to access vast amounts of data and information about brands and individuals with just a click. This situation has led to new needs within Market Research regarding the difficulty of selecting the most relevant elements for our studies. Likewise, we are increasingly reliant on digital technologies that offer competitive advantages compared to past solutions. However, it seems that long-standing practices are being overlooked.
In an environment where warnings about not putting all your eggs in one basket are gaining traction, analog methods are resurfacing. Artificial Intelligence seems capable of handling countless repetitive processes that require many man-hours when performed by humans. Nevertheless, human contact remains irreplaceable; this reality is especially relevant in our field. Therefore, we have listed four precautions to keep in mind when collecting data from people in public places.
Permissions. Now that daily life has returned worldwide, opportunities have emerged for interviewers to conduct their work in high-traffic areas. Whether in public spaces like parks or plazas, or in shopping malls or stores, which are privately owned, obtaining authorization from administrators to conduct interviews has become essential. Without these permits, our work is very difficult.
Identity. We live in a dangerous world. In high-traffic areas, a wide variety of stakeholders converge. There are innocent passersby seeking leisure or a place to shop, others engaging in entertainment to earn a few coins, and still others hawking various topics. However, there are also those who seek to exploit the unwary. Because of this situation, and to ensure the integrity of our work, it is suggested that data collectors in the field wear uniforms or carry identification.
Persuasion. When one thinks of a large gathering place, one can imagine a group of people engaging in a wide range of activities. One can also quickly grasp that each visitor will have a significant portion of their attention focused on the purpose of their visit. Therefore, any interruption to this focus can elicit a wide range of responses. These can range from a dismissive attitude in the form of complete indifference to a pretext for not responding. Field staff who can quickly and warmly persuade others are essential to achieving their goals.
Geography. Places where large numbers of people gather have unique characteristics that are worth understanding beforehand. Careful planning is necessary to determine the most effective times to have staff working and to identify the social norms that must be observed to avoid appearing out of place. It’s also important to remember that each space attracts consumers with a specific profile. All these considerations must be supported by interviewers capable of navigating the field effectively and assertively.
Gathering people’s experiences and opinions in high-traffic areas allows for the achievement of specific research objectives that Big Data analysis might overlook. While it can support both quantitative and qualitative research, the value of on-site interviews is increasingly recognized for capturing subjective aspects that are often not spontaneously expressed. It’s also useful for evaluating concept or product testing. Consider field research as a valid method for your projects.
At Acertiva, we have over two decades of experience in Market Research, and for this reason, we have the capabilities to offer you solutions that provide firsthand insights from your consumers. Thanks to our offices in Brazil and Mexico, we can bring LATAM closer to you as you develop your business plans. Get your free fifteen-minute consultation today and clear up any doubts you may have about your next study. Let’s make your next success story a reality.
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