Face-to-face (F2F) and online surveys are two of the data collection methods most frequently used in market research. Thanks to them, it is possible to define the degree of acceptance of products and/or services that a company offers to the market and to find out which are the most valued characteristics, for an effective positioning.
Thanks to the surveys, both F2F and online, it is possible to know the market and customers, which favors the creation of marketing strategies that help to position the product and increase sales.
Each survey model has certain strengths and weaknesses that must be analyzed in detail. This article will help you select the most appropriate method for your market research. If you want to get really valuable data, it is very important that you analyze the context and make the decision based on your research objectives.
Surveys are research tools that aim to collect data that help understand the needs of consumers, the problems they face and other aspects related to the market in which the brand or company participates with its products and services.
Although it seems straightforward, analyzing survey results can be tricky. There are different methods for conducting surveys (face to face, online, by phone). It is important to choose the most appropriate to the needs and resources of the company seeking to collect information.
In marketing there is a wide variety of survey types that vary depending on their objectives. According to the type of survey chosen, companies will be able to get to know their target audience better, choose more convenient means of distribution, know the best way to offer their products and even assign them the appropriate price.
Some of the types of surveys that stand out in effectiveness are:
A face to face survey (F2F) is an interview conducted personally, where the person in charge of obtaining the data has the opportunity to observe the behavior of the participant, analyze their reactions and obtain a greater amount of information, which is why it has become the method of choice for researchers.
These can be carried out both in high-traffic public spaces, as well as door-to-door, visiting the homes of the people who are part of the target audience.
The advantages of conducting face-to-face surveys are as follows:
The online, web or electronic survey is a questionnaire that is answered through the internet, be it through email, social networks, a certain brand website or tools for conducting surveys (free or paid). They meet the same objectives of any traditional F2F survey, but in a more agile and cost effective way.
The advantages of conducting online surveys can be summarized as follows:
With this information, companies can make better decisions and implement strategies to improve brand recognition, create appealing offers, measure customer loyalty, evaluate the performance of all their departments and discover trends, among other topics of interest for the proper functioning of the business.
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