Angelfish Fieldwork Blog

Welcome to our blog where you can learn more about all things Market Research.

6 mistakes that turn in-home interviews into a logistical nightmare

Posted by Lisa Boughton on 13-Mar-2018 12:33:27

In-home interviews are a qualitative market research methodology whereby one-to-one interviews are carried out with participants in the comfort of their own home. They’re a really great way of gathering high quality data: you can ask specific questions, build a rapport and all the while keep an eye out for actions and nonverbal clues too, making it a fully-rounded research method that can offer great insights. However, there is quite a bit to organise to make sure they are a success, and as a result scheduling can sometimes be a bit of a nightmare. Don’t worry though - the secret to success is all in the preparation, which is why we’ve put together our top tips to ensure your in-home interviews aren’t a logistical nightmare. Read on to find out more…

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Topics: Qualitative Market Research

10 tips for conducting qualitative market research with children

Posted by Lisa Boughton on 07-Mar-2018 12:01:57

Qualitative market research with children and young people is an area that is growing in popularity across the market research world.There are a number of reasons for this: firstly, children tend to be more open and honest than adults which means more insightful results, and they also have their own unique and important perspectives on products and services as well. Not only that, but children’s power to influence their parents’ purchases has increased over time too, making them an important target audience for brands - and as technology continues to take over the world, their opinion is set to become even more important. With 85% of mums admitting to using technology to keep the kids occupied¹ whilst they get on with other activities and a recent study finding that 38% of two to five years olds own a tablet², children are a key audience for brands because they are both heavy media users and early adopters of new technologies.

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Topics: Qualitative Market Research

What does the latest GRIT report mean for qualitative market research?

Posted by Lisa Boughton on 20-Feb-2018 10:16:36

The GRIT (Greenbook Research Industry Trends) report is undoubtedly one of the leading and most comprehensive surveys of the market research industry, showing where the industry is now, where it’s going in the future and how you can adapt to these changes. Published annually since 2011, this latest version looks at Q3-4 of 2017 and gives a meaningful and reliable snapshot of the global market research industry that you can use as a strategic planning tool for the year ahead. Here we look at some of this year’s biggest industry trends for qualitative market research according to the latest report.

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Topics: Qualitative Market Research

Seven top tips to make your good in-home interviews great

Posted by Lisa Boughton on 15-Feb-2018 10:52:25

In-home interviews do exactly what you’d expect them to: they consist of asking your participants questions from the comfort of their own homes. They remain a firm favourite in the world of qualitative market research because they’re a fantastic way of asking specific questions whilst at the same time being able to monitor non-verbal cues - but due to their very nature, they can take a fair bit of time to organise. That’s why it’s so important to make sure your in-home interviews are worth the effort.

Below are our top tips for making the most out of this methodology and ensuring your next interview isn’t just good - it’s great.

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5 tips for incentivising children in qual market research

Posted by Lisa Boughton on 08-Feb-2018 12:09:38

We’re starting to see more and more qualitative research being carried out with children and young people across the market research industry. It’s easy to see why – not only do young people bring a fresh and honest perspective to the table, but as this generation continue to become a key research demographic, children and young people's opinions are becoming more important than ever before. That being said, conducting qualitative market research with children remains to be a sensitive area and as such any research must be carried out in accordance with the Market Research Society guidelines to ensure that children aren’t exploited, disturbed or harmed by the experience.

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Topics: Qualitative Market Research

Six common mistakes in online qualitative research - and how to avoid them

Posted by Lisa Boughton on 19-Jan-2018 11:34:41

Online qualitative market research interviews – whether conducted in individual or group settings - are a great all-round research method that has become increasingly popular in recent years. They’re fast, cost effective and because respondents can take part remotely, they don’t have the geographical limitations of traditional research.

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Topics: Online Focus Groups

6 ways to recruit children and young people for market research

Posted by Lisa Boughton on 15-Jan-2018 11:54:47

In recent years there’s been a shift in the market research world with more and more qualitative market research being carried out with children and young people. We’re now starting to move away from more traditional opinions that children and young people are solely objects of enquiry, towards the view that they have their own unique thoughts and insights that are important in their own right. And quite rightly so – after all, children and young people tend to bring a more fresh and honest perspective than adults, meaning that they don’t just have a right to be involved; they need to be involved in order to improve the quality of research, especially as millennials are becoming an increasingly important demographic in market research and as a result brands are becoming increasingly keen to reach out to them.

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Topics: market research

Top tips for recruiting different social grades for market research fieldwork

Posted by Lisa Boughton on 15-Dec-2017 10:08:37

A social grade is a demographic, socio-economic classification that assigns every household to a certain grade based on the employment status of the chief income earner. Or, to put it more simply, it’s a way of classifying people based on income. Created by the ONS (UK Office for National Statistics), it’s used throughout the marketing, advertising and market research industries to organise audiences into six categories – A, B, C1, C2, D and E – ranging from higher professional occupations through to unskilled manual occupations.

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Topics: Qualitative Market Research

Full service market research versus fieldwork – which one is right for you?

Posted by Lisa Boughton on 11-Dec-2017 09:21:59

There are a number of important decisions to make when you undertake a market research project. What is your target audience? How big is your sample size? What are your chosen methodologies? And what type of agency will you use? After all, not all of the agencies out there specialise in the same thing. In order to select the right type of agency for your qualitative market research project you need to carefully evaluate potential agencies according to what they can do for you and how they can fulfill your objectives and goals before you select your market research partner. Do you need a partner to help with finding respondents? Or one that can help with analysis, results and reporting? The type of agency you are looking for will depend on your needs and generally speaking there are two options: full service market research agencies and fieldwork agencies. Read on to find out more about what these types of agency can offer for you and your qualitative market research project.

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Topics: Qualitative Market Research, market research

The importance of UX testing with the whole Click & Collect experience

Posted by Lisa Boughton on 04-Dec-2017 14:01:21

UX testing, also known as usability testing, involves evaluating a product or service by testing it with representative users in order to improve its usability. It’s a great way to get an insight into what does and doesn’t work on your website as well as answering important questions from the perspective of your users – for example, why do they stay on some pages and leave others? Why do they buy some products but at other times abandon their shopping basket. And, most importantly, why do they buy from your competitors and not you?

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