What is On-site Interviewing?
- Content Type:
- Glossary
On-site interviewing Definition
A survey intercept that is located at the client's premises -- where the product or service is in operation.
On-site interviewing is a data collection method where researchers conduct face-to-face interviews with participants in a specific location, such as a retail store, event or workplace. This method gathers real-time feedback or observations about behaviors, preferences or experiences in a natural setting.
Who relies on on-site interviewing in market research?
Market researchers, event organizers, retail businesses, hospitality companies and product developers rely on on-site interviewing to gather immediate insights from customers, employees or attendees in environments where their interactions or behaviors occur.
What are key aspects of on-site interviewing in market research?
Key aspects include:
- Location-specific: Conducted in the environment where participants interact with products or services.
- Immediate feedback: Collects real-time responses for timely insights.
- Face-to-face interaction: Allows for follow-up questions and clarification.
- Behavioral observations: Captures nonverbal cues and contextual details.
- Targeted audience: Focuses on participants relevant to the research objectives.
Why is on-site interviewing important in market research?
On-site interviewing is important because it captures authentic, in-the-moment feedback from participants in the context of their natural environment. This method provides valuable insights into consumer behaviors, preferences and decision-making processes, helping businesses refine their strategies and improve customer experiences.
How do market researchers use on-site interviewing?
Market researchers use on-site interviewing to collect data on customer satisfaction, product interactions or service experiences. By speaking directly with participants in real-world settings, they gain actionable insights that inform product improvements, marketing strategies or operational enhancements. This method is particularly useful for understanding consumer behavior in specific environments, such as stores, events or public spaces.