Sonar

Sonar is a research system designed to provide qualitative research based upon individual interviews at a cost comparable to that of group based research.

Individual interviews can be superior to focus groups in a number of circumstances - in particular where understanding the nature of individual communication and response to communication is more important than benefiting from the 'group dynamic'.

Sonar works by recruiting individuals at time of interview in a town centre location. This has a number of advantages over conventional pre-recruited interviews, other than cost, Sonar-based projects are charged per tranche of 16 interviews including venue hire and recruitment costs. A full qualitative debrief presentation is made, with accompanying documentation.

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. We have regularly achieved brief to debrief within a week.

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.