Established in 1982, Fairfield Research, Inc. has focused on conducting media research with a high degree of methodological sophistication. In the 80’s Fairfield led the way in adapting sophisticated statistical methods to the measurement of audiences and their media behaviors.
In 1989 Fairfield had forty CATI telephone stations for executing phone surveys and a large print and mailing facility to conduct mail-response research. That same year, Fairfield began to study using new, Internet- based research methods in lieu of mail response, phone and personal interviews. With Hearst Magazines and also then, Times-Mirror Magazines, Fairfield conducted the first online subscriber surveys—those test waves being compared to concurrent study waves using a traditional mail-response method of sample contact. After reviewing the results of those test studies, Fairfield began an initiative to develop an online research method for every type of media study we were currently doing using mail-response and telephone interviews.
Nearly twenty years later we have shifted virtually all of our research methods of sample contact to using the Internet. While we do maintain the ability to conduct mail-response, personal and telephone interviews, the growth of web technologies has clearly put the Internet as the fastest, least expensive and most accurate means of gathering media-research information today.
Fairfield has consistently invested in technology and has developed its own suite of proprietary software. In dealing with the increasing issues with regard to SPAM versus legitimate research, Fairfield maintains its own servers and has become independent of hosts and upstream ISP’s. For our media clients we have developed a suite of online research services that allows them to access the media research of tomorrow….