In-Person Research

In-person data collection is a very efficient way to extract key insights from populations that cannot be easily found online or through customer lists. Interviewers intercept potential respondents and typically leverage tablets or phones to go through a pre-programmed survey. The survey may be proctored by the interviewer or self-directed by the respondent. In-person surveys typically need to be short – often less than five minutes – to secure engagement, unless the respondent is not rushed (for example, a respondent waiting in an airport for a flight).

While efficiency is important, one of the greatest benefits of in-person data collection is the ability to eliminate potential recall issues. If consumers are sharing feedback on a new product or experience, there is no substitute for gathering feedback in the moment. If collecting key behaviors is important, there is likely to be bias if time passes.

The Integrated Insight Difference

70 Years of Combined Experience: The Research Operations team at Integrated Insight has over 70 years of combined experience overseeing data collection. Terry Dolan, our Director of Field Services, led the data collection at Disney Parks and Resorts for thirty years, conducting interviews in theme parks, hotels, restaurants, retail merchandise locations, sports complexes, entertainment districts, and on all kinds of transportation – monorails, cruise ships, small boats and buses. This research helped Disney develop strategies for innovative products and services and continually exceed guest expectations.

Presently, the Integrated Insight Research Operations team collects thousands of in-person surveys annually for a variety of clients at diverse venues including various airports, cruise terminals, train stations, attractions, visitor centers, retail outlets and more. Our work in airports is done behind TSA checkpoints and we have a thorough understanding of how to get our interviewers badged and up and running quickly.

Access to Real-time Reporting: A key benefit of in-person data collection at these venues is that the data becomes available in ‘real-time.’ We can roll up the responses to do a weekly or monthly report, but if time is of the essence, same-day reporting is available too. If you are launching a new product or initiative and it just HAS to go right, we can tell you in the first hours or days how consumers are responding. Many have resorted to mining social media for rapid feedback, but there is no replacing random proactive intercepts to assure representative and actionable feedback.

Impeccable Training: Our team wrote the book on the ‘Science of Surveying,’ which was highly leveraged by Disney with its data collectors. This immersive multi-faceted program focused on all of the aspects of data collection as well as the key role data collectors play in making Disney magic. The Integrated Insight leadership team has implemented recruiting, on-boarding and training strategies that emphasize excellent customer service as well as a deep understanding of data integrity. We firmly believe this approach sets us apart and ensures our data collection professionals are able to represent both Integrated Insight and our clients no matter where the project takes us.

Safety Precautions: The safety of our data collectors as well as respondents is at the forefront of everything we do. With this in mind, we have implemented several innovative techniques to enable us to continue the important work we do while adapting to the new environment that includes social distancing guidelines, wearing face coverings and enhanced sanitation.

Wherever your location, we have the ability to rapidly deploy data collection teams to field your project.

Case Study

LaGuardia Gateway Partners

LaGuardia Gateway Partners leverages Integrated Insight for in-person research to deliver on expectations of a $4B redevelopment project on Terminal B at LaGuardia Airport. Our services allow LaGuardia to hear first-hand from airport guests relative to the amenities, services, and brand experiences they are hoping are offered. Specifically, types of food and beverage offerings including type of cuisine, table service versus fast food, local versus national brands, types of merchandise offerings including merchandise category; and desired amenities and special services were studied. Respondents represent a mix of local residents who use LaGuardia airport and travelers from other states who frequently use the airport.

Case Study

Visit Orlando

Visit Orlando is the largest tourism association in the world, and responsible for marketing the hospitality community in the most visited destination in the United States. True to being a leader in destination management, Visit Orlando has engaged Integrated Insight to assist with Visitor Research for several years. Research efforts have ranged from daily collection of in-person, short surveys at the airport and area tourism spots, longer surveys online, monthly, quarterly and annual statistical reporting, and preparation of visitor profiles.

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Case Study

Greater Miami Convention and Visitor Bureau

Integrated Insight is the GMCVB partner of choice for conducting the ongoing Visitor Profile survey for Miami-Dade county, and forecasting visitor volume. The in-house Integrated Insight field team conducts surveys daily at Miami International and Fort Lauderdale-Hollywood International Airports, as well as area attractions and tourist hot spots. Full survey results are reported monthly through a dynamic, Tableau based reporting tool. Semi-annually, we forecast visitor volume by major geographic origin and triangulate the estimates against secondary data (occupancy, airport arrivals, transfers, etc.). Florida residents are surveyed monthly, online, to capture their visitation behavior to south Florida. Annually, we produce a comprehensive annual report for distribution to members of the bureau.