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Understanding market research

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Intensive surveys
The personal interview between the interviewer and the interviewee constitutes the face to face interview. Data collection is increasingly computer-aided or via tablet (CAPI: computer-assisted personal interviewing).

Great reliability due to computer-aided control
A computer guides the interviewer through the entire interview. Automatic filtering, randomization and rotation of parameters and statements as well as an automatic plausibility check are standard features. This avoids interviewer errors, especially with complex questionnaires.

Experienced interviewers
IFAK has about 750 experienced face-to-face interviewers throughout Germany, who are also trained for specific target groups.