Is there anything better in market research than a good one-on-one interview with a knowledgeable participant? The two-way communication creates a ton of dialogue accompanied with insights, market research nuggets, and recommendations to highlight in the report and take back to the client. A high-quality in-depth interview (IDI) is one of the most rewarding experiences for an interviewer in market research.
But strong interviews do not just happen by chance. It takes well understood objectives, a well prepared guide, and a strong moderator or interviewer who knows how to build rapport quickly and dig deep into the mindset of the participant. The objectives and strong moderator pieces are content areas we can cover for another day.
Today we are going to teach you about the 5 components of a market research interview guide giving you the tools to construct a document that will lead to more studs than duds in your qualitative market research project.
We can spot the good market research interview. Can you?
Component 1: Introduction
Hold your horses. Don't jump right into question 1 when it comes to market research interviews and qualitative research. Participants need to be groomed. They need to be settle in a bit in the early going. An introduction helps. It lets them sit back and listen for a minute or 2 while you explain the process, what you will cover, how responses are confidential, and so on. This is a must-include and a great starting point for your interview.
Component 2: Warm-up Questions
Remember what I said about starting slow? This continues that theme. With warm-up questions you want to ask some high-level questions before jumping into specific questions on the objectives of the client. Some excellent warm-up questions include where do you work now? What is your role and responsibilities? How long have you worked at the organization?
Everyone loves talking about their job (most everyone) so this is a great way to earn some early wins and get the participant comfortable for the main event.
Component 3: General Topic Questions
Okay, now you are ready for some relevant questions. Ask about general topics which are questions related to your topic of interest. Asking about general usage, image, awareness, decision-making factors and other general topics is a great way to transition the participant down the path of the main reasons for the market research.
Component 4: Core Objectives
This is where you ask your core questions and specific areas you need feedback and answers for. If you are image testing, now is the time to share creative and collect feedback. If you are trying to understand major reasons as to why a customer left your bank, this is where you cover it.
The core objectives are the main drivers behind conducting the interview. It usually involves at least 2 or 3 hot button topics or sections that need to be addressed during the in-person interview or phone call.
Component 5: Conclusion
Lastly, now it is time to wrap up the interview. Beyond the standard thank you and confirming address or email of where they would like their reward be sent to we recommend some other options.
Our qualitative market research company always asks if we covered everything the participant thought we might ask about? Is there anything we missed? Any final comments you want to add to your feedback?
This gives them one last chance to voice feedback. We've pulled some excellent nuggets from this data because a lot of times the participant brings up a topic or issue that wasn't addressed as part of the guide.
Contact Our Qualitative Market Research Company
Drive Research is a qualitative market research company in New York. We work with a variety of clients and industries across the country with their custom market research needs.
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