Sambrook's research methods
The most appropriate research methods are selected to suit the specific needs and requirements of each project in order to ensure that the correct depth of feedback is obtained in the most cost effective manner possible.
This could involve combinations of the following:
- Desk research
- Face-to-face interview
- In-depth telephone interviews
- Consumer focus groups
- Fax / email / postal surveys
Desk research
Used at the beginning of a research project to identify
- relevant reports or publications that are available
- relevant organisations to target for interview
Face-to-face interviews
This is the most sensitive research method available. Interviews are conducted by mature, senior level consultants who have the experience and expertise to initiate discussions on sensitive issues and to develop conversations into an in-depth discussion. Interviews usually last 1-2 hours.
In-depth telephone interviews
If fixed in advance for a mutually convenient time, in-depth telephone interviews can last 30-45 minutes. They are an extremely cost-effective way of obtaining focused information when:
- it is not highly sensitive in nature
- interviewing organisations that are geographically remote
- in order to amplify key issues discussed during face-to- face interviews
Consumer focus groups
These are a highly cost-effective way of obtaining in-depth feedback from consumers. Discussions are guided by an experienced consumer research moderator and participants are paid an incentive.
Fax / email / postal surveys
This research method is particularly effective for obtaining quantitative feedback on issues that are not commercially sensitive.