12. why face to face research cannot be matched

Qualitative research has been driven online recently in part fuelled by the pandemic. However, it has also been helped by improvements in video conferencing solutions and the fact that you don't have to arrange complex logistics. 

This is good news and has helped democratise market research allowing researchers to hear from a wide-range of people.

However, we will always believe in the power of face to face research.

Face to face helps you build rapport & trust with participants helping them relax and act naturally. 

Face to face helps you gain additional insights from observing body language or facial expressions. 

Face to face ensures that everyone remains engaged in the conversation not distracted by their screens. 

That's why we believe that only face-to-face interactions unlock the depth and nuance that only personal presence can reveal.

We will constantly champion face to face research and support research studios across the world.