Sonar

Sonar is our system for cost-effective individual interviews – perfect for when you simply need to understand how individuals respond to your communication and aren’t concerned about generating ideas from a group dynamic.

Benefits to using our Sonar method include:

• Recruitment quality: All respondents are audited by the interviewers and if inappropriate can be replaced immediately.
• Speed: As it obviates pre-recruitment Sonar projects can be completed considerably faster than focus group based projects.
• More effective interviews: Interview length can be as long or as short as the subject and the usefulness of the individual respondent demands (the conventional one-hour 'depth' is often too long). Interviews are typically 20-45 minutes.
• Sample spread: Unlike focus groups a single 'tranche' of 16 Sonar interviews can accommodate a wide variety of demographic or other sub-groups.
• Sample Integrity: Modern working patterns mean that individuals of all types are available at all times of the day. Virtually any sample can be found. Furthermore the nature of the location and the ease of participation mean that individuals who would tend to be excluded by a conventional pre-recruitment process can be included.
• Flexibility: Video or other stimulus can be shown. Pairs of respondents can be interviewed together and sample criteria can be changed according to results from initial interviews.

Quick, flexible, and with the potential for larger demographic variety than a focus group, Sonar works by recruiting individuals in a town centre location and interviewing them on the spot.  Some Research provide a full debrief with key learnings and recommendations, and the entire research cycle - brief to debrief - generally takes as little as one week.