Types of research  - Fieldwork in the Netherlands

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.

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.

For all CLT we can use respondents from our own panel. 

In the past few months, we have recruited over 1500 respondents to participate in a home-usage test or CLT@home. We did not only take care of recruitment, but we also arranged the distribution chain, for frozen-, fresh- and long-life products. And off course we performed fieldwork and kept track of all needed quotas.

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 eyetracking, accompanied shopping, central location test with face to face interviewing or self-completion and even a shopperlab. 

For all CLT we can use respondents from our own panel. 

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.

We have the possibility to built a part of a supermarket in one of our locations. This can be used for behavior understanding (through shop along, eye tracking, observation), product placement and many more. 

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 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 (shopperlab) 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.

For all CLT we can use respondents from our own panel. 

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.

We have our own questionnaire software, allowing us to unburden you when it comes to programming questionnaires for quantitative studies. We can programme all types of questions and images, as well as the possibility to upload pictures and videos. 

We use our questionnaire software for exit-interviews where our interviewers do a face-to-face interview, but also for taste tests at our own location where respondents can fill-in the questionnaire themselves. Because the questionnaires can be used offline, we do not depend on Wi-Fi and stable 3/4/5G network.

During fieldwork we can monitor the progress in number of completes and quotas.  
Afterwards, we send you all data in Excel.