Interviews

• When the research topic is very sensitive or you need an in-depth understanding of consumer thought processes, opinions and beliefs, one-one-one interviews are an ideal methodology.
• One-on-one interviews employing techniques such as card-sorting or other categorization are useful for understanding how your customers organize information (e.g., to develop a menu or product control system or a retail layout).
• Using collage building or other projective techniques, one-on-one interviews are an ideal way to understand the emotions that drive your customers but can be difficult for them to put into words.
• One-one-one interviews can be conducted in a central location (e.g., a focus group facility) or at a user's home or place of business.
• Interviews are also an ideal methodology to use with parents and children or with couples.  Seeing these respondents being interviewed together helps you understand how their relationship affects decision-making and purchase behavior.
• Marketing Insight has extensive experience conducting interviews.  Past topics include:  home mortgages, automotive purchases, discount store shopping, cell phone usage.