Types of research
Below, you can find an overview with some examples of types of studies we can perform for you.
Are you looking for something else? No problem, these are only examples! Ask us for the possibilities to help you out.
Taste studies and product research
Product research can be carried out both for existing products and for testing new concepts/markets. Based on product research, one could collect new ideas for/about a product, or information about a better approach to an existing product. Product research can be aimed at both the technical and the emotional aspects of a product. Obtaining insight into these aspects allows you to work towards an optimal insight, which exactly fits the consumers' needs.
Product research can be carried out using several research methods, such as focus groups, in-depth interviews, through a central location test with self-completion or face to face interviewing, street intercept and in-home visits.
Taste studies can be carried out amongst random respondents, e.g. by asking passers-by in a shopping street to take part in a taste study. Something Inview is very experienced with at all of our 5 locations in the Netherlands.
When a taste study is carried out in order to analyze taste differences, it’s usually carried out using blind testing, during which the participants don't know what they are tasting. Products are presented identically. Also a double-blind trial can be used, with neither the interviewer nor the respondent knowing which product is which. This approach eliminates bias.
In packaging research, all aspects are studies which together form a product's packaging. Some examples of such aspects are:
-Design of the product: the packaging design should fit the concept, the colours and the images used.
-The shape of a product and its ease of use. Some products require a packaging which can be opened, some require one which can easily be closed again. Packaging may be used for dosing the product. Sometimes it needs to be easily held, especially for children, and sometimes it needs to fit into a refrigerator or shelf.
-The size of the product is important as well: What size should a packaging have? Which size does the consumer need?
Packaging research is usually tailor-made, because very product is different and aimed at a different target group. Both qualitative and quantitative research can be used.
It can be conducted using eye tracking, accompanied shopping, central location test with face to face interviewing or self-completion.
Mystery shopping/Mystery calling
This type of research involves mystery shoppers (also known as mystery guests) posing as casual shoppers / callers in order to gather information on the business being studied. This is done using detailed scripts and evaluation forms. Mystery shoppers and – callers analyze e.g. the employees' customer friendliness, facilities and commercial skills and possible waiting time.
The goal of mystery shopping is to judge the effectiveness of the client's efforts and to improve this effectiveness if necessary. Results that are often obtained by performing mystery shopping, are:
- Improvement of your value proposition: mystery shopping can lead to an improvement of your value proposition, because it shows the reasons of your customers' (dis)satisfaction.
- Added motivation: communicating results (expectations) by an organization to its employees can lead to more motivation and a better performance.
- Insight into progress: the effect of training programs and other policies can be monitored.
Mystery shoppers and – callers observe, listen, purchase, exchange or complain. While doing so, they will analyze (parts of) the consumer process anonymously and objectively.
Customer satisfaction study
Customer satisfaction is important to many companies, because quality and satisfaction are crucial for improving performance. A customer satisfaction study can be used to determine the amount of satisfaction within a certain target group (customers, employees, supplier or society) of an organization, product or service. Based on the data collected in the study (usually a quantitative study) conclusions can be drawn, which can lead to optimizing customer satisfaction and improving results.
An image study shows what others think of an organization. This image is closely related to other factors, which together form the success of a business. One of those factors is the reputation that an organization has. Building a good reputation as an image, can take years but it can also disappear in a single day. If you want to prevent this from happening, you need to have a good understanding of the image an organization has.
An image study can be carried out to reach several goals. One organization may wish to find out whether or not a certain action or product will link to the brand, while others could want to determine the actual effect of their method of brand positioning or their product on the end user. Depending on the goals of an organization, an image study can require qualitative research, or quantitative, or both.
Events are not just meant to entertain the public or to celebrate national holidays. They are also aimed for the promotion and marketing of products, services and branches, or are meant to stimulate people's experience of art and culture. Events represent an economic value.
Studies carried out at events usually relate to:
- Measuring the number of visitors and assessing customer profiles (sociodemographic characteristics, origin, reasons for visiting).
- Measuring de appreciation, experience and image of the event and its organization.
- Measuring visitors' expenses and numbers of leads and sales by exhibitors.
- Study into safety, especially at large events.
Another possibility is to collect some personal contact information (e-mail dress, telephone number) to use afterwards for a longer questionnaire amongst the visitors of events in order to measure brand usage and appreciation, experience, etc. Inview can arrange all phases, but we can also only assist in one phase.
Eye tracking study
Eye tracking is a complex and modern research technique which shows you how and where people look at things.
It can be part of a usability study for websites and apps. But it’s also used for packaging studies and product research. Eye tracking can be done on site in stores, but also at a central location test with the use of a projected shelve/product on a big screen, a real shelve or a (real-life) photo of a shelve or product.
The most common types of eye tracking methods are screen-based or using eye tracking glasses.
We have trained staff to use both methods. Equipment is supplied by the client.
Mobility studies can be carried out in order to gain insight into several aspects. Examples of mobility studies are:
- counting of passengers at the entrance or exit of train/bus stations
- analyzing which type of ticket passengers are using
- measuring customer satisfaction of passengers during their journey
- analyzing whether trains or buses are driving according to their timetables, with the right material.
Mobility studies can be carried out for many reasons and in many different ways.