What is the best way to get a customer true opinion? An online survey a few days after the event? A telephone call? Or is it a face-to-face interview as the customer finishes their shopping?
CARD Group, a UK based market research agency, has found that speaking to a customer at as they exit the store offers a much truer opinion. Waiting for a days before sending out a survey by email allows memories to alter a consumer’s view.
The best market research companies know that customers answering an online survey after the event, need to see, for example, improvements in-store multiple times before they change their mind about an issue. A customer answering as soon as they have finished their shopping gives a much truer statement.
Offering different strengths, online and telephone research are not a strong options for gathering customer shopping opinions.
Face-to-face surveys enable a higher quality of data as there is more control over the survey process. As they are physically present and located in-store, interviewers are better placed to find the right people to interview – it’s much more straight-forward than searching for the right people online. Screening is much more straightforward as interviewers can easily search for those who are the right gender and approximate age.
Face-to-face surveys enable to use of different data collection methods. These may include open ended questions or the use of visual aids. Interviewers ensure that each survey question is completed before the next is attempted. Respondents cannot move back and forth between questions as this may change findings and provide inaccurate data.
Interviewers can keep the respondent on track and avoid distractions such as mobile phones and emails. If you are looking for a market research company to assist you with your retail challenge.
Please visit Card-group.com.
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