Fieldwork in a controlled environment
At Venue Research enables the reaction of potential customers to a product or service to be assessed within a controlled environment. This typically takes place at an exhibition, concert, or organised venue. Protel manages this process by recruiting individuals that meet the target profile, before then conducting the research required. At Venue research utilises methodologies such as Hall Tests, CAPI (Computer Assisted Personal Interviewing) and Mystery Shopping.
Hall Tests provide the opportunity to get respondent feedback on a ‘real life’ view of a product offering. It is a very valuable technique for companies looking to test a new product offering, or to identify the potential opportunity in a niche market.
CAPI research is particularly useful for fast and accurate research as it provides an automated approach for data capture. Interviewers utilise electronic devices, such as Tablets, to capture market research data. The technology also means that graphics, multimedia and videos can also be used in the CAPI surveys. Results can then be rapidly transferred, in real time, back to desk-based researchers for analysis. The CAPI approach increases the effectiveness and reliability of data collection and decreases coding and data-entry errors. Protel has a team of over 800 UK interviewers that have all trained in CAPI and quantitative techniques.
Mystery shopping is a popular approach used by organisations to evaluate and improve the customer service experience. Protel works with a wide range of industries including retail, public sector to gain independent feedback to support this process.