On-site market research

Why conduct market research on location?

Sometimes you don't have reliable data on your target group, or you want to conduct quantitative market research in which the location itself plays a crucial role. Think, for example, of testing the shopping experience or measuring the impact of an event. In such cases, on-site market research is the ideal solution.

It enables you to quickly reach the desired number of respondents and offers the possibility to ask additional questions on the spot, which improves the quality of the data. The interviewer can also provide a daily debriefing and clarification if something is unclear to the respondent, which increases the reliability of the answers obtained.

The advantages of this research method:

1. Fast and reliable results: by speaking directly with respondents on location, you obtain fast and accurate data that places customer behavior in the right context.
2. Flexibility and adaptability: the interviewer can adjust the survey in real time based on responses and observations in the field.
3. In-depth insights: personal interviews provide you with more detailed and contextual information that often cannot be obtained through online surveys.
4. High response rate: location-based market research ensures high engagement and a higher response rate, as respondents are in a familiar place and the conversation is more interactive.

How does on-site market research work?

During on-site market research, your target group is approached at the relevant location, such as shops, events, or other physical locations. Our own field workers conduct personal interviews with respondents, ask specific questions, and record their answers. This process can be carried out both quantitatively (structured surveys) and qualitatively (in-depth interviews), depending on the objectives of the research. The data is collected immediately, making the process fast and efficient.

When should you conduct market research on location?

On-site market research is ideal for situations where you want to have direct contact with your target group in a natural environment. It is particularly effective for testing the shopping experience, measuring customer satisfaction at events, or observing consumer behavior in specific circumstances.

It can also be used for mystery shopping, product testing, or gathering opinions during temporary campaigns. In short, when you need context-specific and detailed feedback, on-site market research is the perfect solution.

What are the benefits of on-site market research?

On-site market research provides you with in-depth, reliable insights that help you improve your products, services, or customer experience. Whether you want to optimize the shopping experience, measure the effectiveness of a campaign, or map out your customers' behavior, this research method provides you with concrete data that can be applied immediately. What's more, you'll receive valuable feedback that enables you to make quick adjustments, giving you a better understanding of what really matters to your customers.