Meeting People Where They Are: The Value of In-Person Research

By Dorothy Nam

As the world becomes increasingly digital, accelerated by the COVID-19 pandemic and enhanced technologies, market research has adapted to incorporate a wide range of qualitative methods. While in-person interviews and facility-based focus groups remain valuable, researchers and clients also have the option to conduct sessions virtually or facilitate multi-day ethnographies from afar, broadening the reach across demographics, geographies, and lived experiences.

Yet the introduction of digital methods doesn’t diminish the value of traditional approaches, and “out with the old, in with the new” doesn’t always apply. In-person research remains a critical tool, offering what digital alone often cannot. These shifts aren’t just about convenience; they reflect deeper changes in how we engage with participants, uncover insights, and emphasize the importance of selecting methods that best align with a study’s goals and audience. Instead of eliminating the need for in-person approaches, researchers are more equipped to select the right method (or a blend of methods) best suited for the job.

Source: Explorer Research

Shop-alongs (SALs) and in-home interviews are two in-person approaches that continue to offer distinct advantages in today’s research landscape. In SALs, researchers may accompany shoppers during a retail trip to observe behaviors and understand perceptions of the store’s layout, signage, products and placement, and overall customer experiences (MacKenzie, 2024). While the presence of a researcher may influence “natural” shopping habits, the opportunity to capture live reactions and in-the-moment decision-making remains invaluable.

In a similar vein, in-home interviews can reveal more nuanced insights by capturing participant experiences in the setting where they naturally occur, demonstrating how authentic environments can bring forward behaviors and perspectives that may not emerge elsewhere. Rather than asking how someone likes to unwind at the end of the day, researchers might watch as a participant turns on the TV and scrolls through their favorite streaming platforms, uncovering habits that may not surface in a digital ethnography. 

Often, these unconscious but meaningful actions, like how someone organizes their entryway or discovers new music through personalized recommendations, don’t readily surface unless observed within the context. In a connected world, comfort, routine, and decision-making look different – and so does the way we connect. A workout might mean subscribing to a favorite yoga channel on YouTube instead of enrolling in a membership at a nearby gym. Smart home devices might remind a parent of an after-school pickup, while algorithms can now curate content in ways so embedded in everyday life that participants may not consciously register.

That’s what makes in-person research, like SALs and in-home interviews, so compelling: it offers a window into the moments that are spoken and unspoken, and that inherently influence behavior. And though these approaches rely on participants’ openness, they also require something equally important: mindful moderation. It calls for empathy, awareness, and acknowledgment of the space we’re invited into. It also takes expertise and adaptability: the ability to respond in the moment, ask the appropriate follow-ups, and know when to dig deeper. 

Captured in context: in-home interviews reveal the lived reality behind everyday decisions, letting clients see what “in the life” really looks like.

At W5, we approach research with this mindset – listening intently, respecting the environment, meeting people where they are. Whether in-home, in-aisle, or online, our presence and perspective lead to findings that resonate with real behaviors, decisions, and people. 

Interested in discussing how SALs and in-home interviews can benefit your brand? Book a call with our team and we can discuss!