how street level views `works'

To convey the concept of Street Level Views in one statement: Spontaneous, usually quick, filmed, market research opinions, given for little or no compensaton. Street Level Views market research focuses on Top of Mind Impressions within three specific categories, Radio Broadcasting, Politics, and the Restaurant Industry. The Street Level Views `sample' for `monthly' reports attempts to be demographically representative of the overall ADI of the Atlanta Media Market; a `two month' `rolling' sample is even more representative.

where and when does street level views sample

All `Top Of Mind' Video Reports are `shot' in multiple locations of the Atlanta Metro Area (or your Market for custom studies) & will normally be filmed `thruout' the month, multiple times - which will balance day to day media influence such as advertising on the representation of the `monthly' Top Of Mind opinions. The effort in using multiple locations to gather data is designed to `spread the opinion' - to better represent the Atlanta Media Market. But, instead of the respondent traveling, the data gathering point/location travels.

how the sample is picked

Every attempt is made first to approach respondents that appear to be within the age category of 16-80 - if the range needed is different (59 is the top age for Radio for example) - the respondents age is clarified within an age grouping/demo before beginning. Additionally, the moderator is tracking for each Video the sex and race of the opinion giver attempting to be as representative as possible of the overall Atlanta characteristics for race and sex. (Excluding spanish speakers but attempting to include bi-lingual).

anonymous opinions

The randomly picked opinion givers, 100% of the time, will be giving anonymous opinions. ALL identification for respondents will be by first name, age group, and by home zipcode or by location of interview zipcode (or both zipcodes). After the completion of the video recording of the respondents opinions; the interviewed person is given a business card of Street Level Views and a respondent `number' for the day. The business card provides a way for the interviewed person to give full `contact' identification via e-mail or via phone message - if they wish. The respondents are told that further contact is entirely voluntary from their end - but that some clients occasionally have an interest in specific opinion givers to obtain futher opinions. Many do just that, knowing, thinking, or hoping, that additional opinions may be requested. It is these respondents who may be available for future projects for clients thru Street Level Views database.

how the respondents cooperation is obtained

The vast majority of Top of Mind Video Report respondents are approached in a public setting - that setting can be anywhere and anything - from a downtown urban sidewalk, to a public park/ballfield, to a front lawn, to a real, honest to goodness, walking the streets with homes door to door. ANY public setting.

Now, picture this 56 year old moderator, who looks younger than his 100% gray hair, wearing a `bright' colored shirt (I've found it, a bright shirt, helps to convey that initial no hard sell image - I'm a friendly person to talk with) coming up to you. Also, the moderator additionally has been described as having a radio voice, and comes up to a potential respondent - and calmly explains why they have been approached . The moderator thru the introduction explains the answer to what is in the respondents mind --- WHY ME? Those questions are addressed immediately, directly, and fearlessly - with direct eye contact during the explanation. Additionally, it is explained how their opinion will be given anonymously. These pre-conditions put the vast majority of those approached at EASE - watch the DVD and see for yourself.

At this point of the contact it is further explained that the opinion giver can self pick the topic of their interest (of the 3 offered).  At this point it is further explained to the respondent just how important their opinion is to certain businesses and that this quick research will let them give their `two-bits' in a forum that matters and will be heard.

Often, respondents will tell me after being interviewed that they had heard of `focus groups' and had never done one -- indeed, the majority of those interviewed say that other than being stopped in a mall, that they NEVER have participated giving their real opinion prior to this occasion.

respondent compensation

Again, the actual reason most participate is that prior to this research opportunity most respondents had never participated in marketing research and they liked the chance to pick the subject, and they liked giving an anonymous opinion - that will be heard and heard by decision makers. They are told the fact that they giving their voluntary full spontaneous opinion for little compensation actually carries more weight compared to hugely compensated opinions at research facilities. People sense truth - and know this is no scam. Bottom line -- no respondents are ever compensated with more than one dollar. (Many respondents are given `two bits' for their `two bits' - literally a shiny state quarter in a clear plastic holder.) Ultimately, compensation depends on how in-depth a opinion giver is and on how many topics they give opinions.

one-on-one interviewing vs focus groups

Avoids group dynamics, provides a personal non influenced opinion, and shows the true and real depth of a persons interest and understanding of any category. A true read on awareness, attitude and usage not filtered by caller id, busy schedules, or less than perfect samples pulled from lists.

In nearly 32 years of Marketing Research the stories are many; but one story that I know was about a huge sample recuited for qualitative from 2 lists that a company used from  previous projects. The two projects you ask ---- a Greek Food Taste Test and a panel of Cigarette Smokers.

Imagine, those folks being the sample base of your next project.