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One-on-one interview
While other methodologies could be appropriate
under the right conditions, sometimes we know that to gather
the information our client needs, we must speak directly with
the consumer.
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SRA Research Group has conducted thousands of one-on-one
interviews on a variety of topics. After conducting a brief interview
to define the appropriate respondent, SRA Research Group staffers
invite the consumer to spend a few minutes in private conference
so that more specific information can be gathered.
We were recently asked to determine shopper's attitudes concerning
the current-and proposed, more modern-interior design of a large
shopping complex. Perceptions were that the current design looked
dated and had lost its appeal. Before embarking on an expensive
redesign, our client wanted to be certain that the proposed design
would appeal to a wider range of shopper, especially ages twenty-five
to fifty.
SRA Research Group interviewed shoppers to see what they
thought about the current design. Do they feel comfortable shopping
there, do they enjoy their surroundings? Second, we showed our respondents
a rendering of the proposed, more modern design. We determined that
the younger shopper found the changes more upbeat, and that overall,
they related positively to the proposed changes.
Whatever the situation, SRA Research Group are experts at
designing the most appropriate research methodology, delivering
the most accurate information possible to our client.
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