Types of Offline Research

Focus Groups

Focus groups take place in a professional market research facility.  There are HUNDREDS of facilities nationwide; in all the major U.S. cities and in many suburban and rural areas.

Focus groups are useful to researchers because not only can they observe the groups via a one-way mirror, the face-to-face interaction leads to rich feedback through an open exchange of opinions.  Topics can range from retail products to a new movie release to a recipe website to chocolate. No topic is off limits!

In-depth Interviews

In-depth interviews can take place at a facility, remote location, or over the phone.

In-depth interviews are often used for usability, which is testing the ease of use of a website, software, video game, mobile phone, or other products.  They are also used for sensitive topics, when scheduling is difficult, or if participants are in widespread geographic areas.  

Remote Interviews

Remote interviews are similar in nature and purpose to in-home interviews; a researcher will talk to you in a natural and casual environment to make you feel most comfortable. Remote interviews can take place just about anywhere; a coffeeshop, school, restaurant, library, etc.  

The purpose of remote interviews is usually to gather some quick feedback on a website, new product, or new concept.  The interviews are generally really short; no longer than 20-30 minutes. 

In-home Interviews

Lastly, some offline research takes place in your home.  Professional researchers would come to your home to observe you in some of your day-to-day activities like eating breakfast or playing a video game. In-home interviews allow researchers direct, first-hand observation of your daily activities.

The purpose of an in-home interview is to see what goes on in your daily life.  Things you do everyday and don't think twice about, like brushing your teeth, popping in a DVD, feeding your cat, or paying bills, are very intriguing to researchers!