Face-to-face surveys, or in-person interviews, are a method of quantitative research where the interviewer meets the respondent in person to conduct the survey. This approach is particularly effective for gaining deep insights in the floral business, where understanding customer needs and preferences is critically important.

This method often involves the use of structured questionnaires, ensuring the standardization of the data collection process. Face-to-face surveys can be conducted manually, with the interviewer filling out the questionnaire on paper during the interview, or using online platforms, enhancing the efficiency of data collection and analysis.

Advantages of Face-to-Face Surveys

Deep Understanding

Thanks to direct interaction with respondents, the interviewer can gain a deeper understanding and clarification of their answers. This is especially important for the floral industry, where the details and nuances of customer preferences, such as choosing flowers for special occasions or corporate events, are crucial.

Direct Observation

The use of structured questionnaires ensures the standardization of questions and answers, improving the comparability of data and facilitating its analysis. This allows flower shops and florists to better understand the trends and preferences of their customers.

Reaching Various Population Groups

Face-to-face surveys can be adapted for various target groups, including those with limited access to technology or who prefer traditional methods of information gathering. This is particularly relevant for the floral business, where it is important to consider the opinions of customers of all age groups and social categories.

Improved Representativeness

By using stratified sampling of respondents, face-to-face surveys provide a more accurate representation of the sample and enhance the representativeness of the collected data. This helps florists and flower shops make more informed conclusions and effective decisions.

Limitations of Face-to-Face Surveys

However, it is important to consider that face-to-face surveys also have certain limitations. Conducting face-to-face surveys can be more expensive compared to alternative data collection methods such as telephone or online surveys. Additionally, there is a risk of response bias due to interviewer influence on respondents, as well as difficulties in organizing and managing surveys over large areas.

Nevertheless, face-to-face surveys remain an invaluable tool for gaining deep and quality understanding of customer preferences in the floral business. Using this method at Flores Agency helps companies better navigate market needs, improve service quality, and make informed decisions for further growth and development.