Diary studies can help you dig deep into hidden details.
Since diary studies are extremely immersive, they tend to yield insights that can’t be found by using other “one-and-done” popular market research methods.
Here are 3 major benefits of conducting a diary study:
- They allow you to test the repeated use of a product or service.
For a product or service that is consumed over a period of time, it makes sense to measure the consumer experience over time as well. This is especially true as that experience may very well be quite different from the first time a product is used versus the tenth time.
- Participants are in a natural environment for product consumption.
As market researchers, we’re always trying to reduce the amount of influence on participants for our research. Diary studies have the unique advantage to provide unfiltered consumer insights for two reasons:
- They’re in a situation where they’d normally consume your product.
- Participants aren’t being influenced by a moderator and don’t feel like they’re being watched or swayed in one way or another. This is true even if you’re asking for photos and videos of their consumption. It’s done on their own time, and not monitored.
- Participant are not subject to recall bias.
Recall bias can wreak substantial havoc on the outcome of research. Fortunately, participants in a diary study are recording their actual actions in-the-moment and not just trying to remember what they thought about previously.
At the end of the day, the best part about a diary study is that it lets you feel like you are actually “walking a mile” in your consumer’s shoes. Learn all about it in our Definitive Guide to Diary Studies.