A more direct and personal approach using face-to-face interviews at a central location or telephone interviews at set dates and times for a more immediate response. The personalised approach also allows respondents to elaborate on their answers, leading to more relevant and detailed results.
Qualitative studies are proving increasingly popular among brands looking more for insight rather than headline-hitting figures. Telephone and face-to-face interviews can be a great resource for media relations, however they offer more insight than media hooks. By recording conversations, using visual prompts and getting to know your respondents you can be assured of gaining a better understanding of your research results, which will help you sculpt products or services, or direct campaigns.