• In many market situations, the context is critical. If people are gathered around a boardroom table in the neutral setting of a focus group, they rely a lot on their memories and imaginations, and may be omitting key points.
• Instead of hearing “you had to be there” or “it’s hard to explain…” around a focus group table, we have conducted research at peoples’ homes, in stores, restaurants, workplaces,and travel situations.
• We’ve even studied travelers’ reactions to inflight service innovations on an aircraft.
• As with shop-a-longs, the freshness, relevance and spontaneity of responses is the essential advantage of in-situ research.

Back to Techniques