Majority would attend face-to-face research

The survey, which was based on a representative sample of 2,000 people, found that 54% of people were either ‘likely’ or ‘very likely’ to attend face-to-face research sessions following the lifting of the majority of the Covid-19 lockdown, with 25% ‘unlikely’ or ‘very unlikely’ to do so.

People in the 60 to 69 and the 18 to 29 year groups were the groups least likely to want to attend face-to-face research, with 32% and 29% respectively ‘unlikely’ or ‘very unlikely’ to attend research.

Despite this, 49% of 18 to 29-year-olds and 45% of those aged between 60 to 69 were ‘likely’ or ‘very likely’ to attend face-to-face research.

Londoners are the most willing to take part in face-to-face with 70% of respondents followed by the West Midlands with 59%. The region with the most respondents not wanting to take part was Wales, where 31% are ‘very unlikely’ or ‘unlikely’ to take part.

The survey found that 80% of potential participants were willing to go to face-to-face research sessions as long as government guidance on Covid-19 prevention was adhered to.

The majority of respondents said they would feel reassured about attending research if guarantees that government guidance would be adhered to was advertised ( 64%), smaller groups of three to four people were used ( 50%) and only individual sessions took place ( 50%).

The Market Research Society has published guidance on carrying out face-to-face research post-Covid-19 lockdown, which can be read here.