In-situe Interviews,

In situe interviews cover those instances where respondants are interviewed in natural occuring situations.

In-situe interviews cover those instances where respondants are interviewed in natural occuring situations. These could be shopping malls, restaurants, offices, sporting events - in fact any situation where consumers are doing what we are researching!

In-situe interviews can range from short 10 minute interviews, to 2 minute polls. Researchers often use in-situe interviews also to observe consumer behaviour, as behaviour is often different to what people say they do when indirectly interviewed.

In one study for example, we approached patrons in bars and restuarants who were consuming the client's product or their targeted competitor's products. Patrons were asked why they chose to consume that particular drink, and their perceptions of other competing products. Researchers used observational check lists to note the behaviour of patrons before approaching them.

In situe interviews have the great advantage of being immediate and "on-the-spot". Responses are unaffected by "memory loss" as in cases where they are interviewed after the event. Researchers can also observe actual behaviour, and get a feeling for the environment in which the products or services are used.