Specific features of corona time studies - viilup-uuringud.ee

In the last couple of years, there have naturally been far fewer eye-to-eye studies. This means that fewer so quantitative surveys have been conducted in malls (e.g. taste tests, exit-studies), on the street and in people's homes, but additionally also qualitative (focus groups, in-depth interviews) studies have moved more online.

In the past, it was very typical especially for a business client's in-depth interview that one met face-to-face. Focus groups were carried out sitting at the common table. But now chatting in groups as well as with one person using internet video apps. Phone-interviews also replace some appointments. However, for online self-fulfilling questionnaires, it is difficult to assess, since their popularity was already in advance in the growth trend due to the value for money and the speed of data collection.

For cons there is, of course, the complexity of delivering a physical product to people when evaluating products, and also in focus groups the group sense is lower. It can also be observed, unfortunately, that more are, for example, more impersonal in refusing telephone-interviews or eye-to-eye studies, probably caused by a general nervous atmosphere.

At the same time, there have unexpectedly been many pros just in the focus group and in-depth interview studies. For example, it is much easier to get younger people to participate and also get them to chat more openly. It seems that the younger ones (i.e. both 15-years-old and up to 30 years-old) feel comfortable in the internet environment. Periods of such studies have also rather been shortened, since groups can mostly get together more simply, a better sense of anonymity and the flexibility of the possibility of entering a conversation from "every location" also provides a better opportunity for in-depth interviews of business clients. For very delicate topics (health, addiction or vmt) have also received a sample with a wider profile in online interviews, i.e. also those who otherwise do not want to talk are willing to participate over the internet. Unlike telephone-interviews, it is possible to show various video materials, images, texts of sales offers, etc. online.

Or if there is a point in examining their attitudes, desires or behaviors from their clients or potential clients, then it is not worth being afraid to have focus groups or in-depth interviews conducted online.