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IN-DEPTH INTERVIEW

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by

ILEANA JOCELYN

on 9 October 2014

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Transcript of IN-DEPTH INTERVIEW

IN-DEPTH INTERVIEW
TECHNIQUES
This is an example of the type of person that should be the interviewer:

what is it?
Unstructured
Direct, personal interview

respondent
?
experienced interviewer
To discover the motivations, beliefs,
attitudes and feelings on a topic.
Characteristics
Contrary to focus groups, during an individual interview
the questioned person can communicate only its personal impressions, motivations or expectations
and
cannot be influenced
by the ideas of the other participants.
The
analysis is more precise
because closer to the authentic and natural behavior of the individuals.
This method also
allows to collect personal information on the individual
, its lifestyle and its consumer habits / personal real-life experience on its workplace…
Time interview: 30 minutes to 2 hours.
Advantages and disadvantages.
Advantages:
• Depth of penetration
• Non social pressure
• Easier to organize
Disadvantages:
• Lack of structure
• Length of interview, combined with high costs
• Analysis and interpretation of data is more difficult
When it is applied?
When the customer wishes
to obtain information
on the characteristics of his prospects, their behavior, their motivations or their brakes
in relation

to the purchase of the proposed product.

This study is realized at the time of the
launch of a new product, an advertising campaign or a research for new ideas for a product.

Process
1. Planning (Identify stakeholders and information needed)
2. Develop Instruments (Interview guide)
3. Train data collectors
4. Collect Data
5. Analyze Data
6. Share Findings
Laddering
Hidden issue
Questioning
symbolic analysis
It does not focus on socially shared values but, on
personal

'hot spots'
; is not about life styles in general, but rather on
personal concerns deeply rooted.

the questioning goes from
product characteristics to user characteristics.

This technique allows the researcher to get the consumer network of meanings.
Analyze the symbolic meaning of objects by
comparing with their opposites
.
The logical opposite of a product is:
The lack of use of the product
The attributes of a "no product" imaginary
Opposite types of products.
Skills and Attributes of the Interviewer
Open-minded.
Flexible and responsive.
Patient.
Observant.
A good listener:
-Attending fully
-Paraphrasing
-Reflecting
Able to notice and react to nonverbal clues

Other techniques
The respondent must do 90% of the talking.
Take brief notes.
Return to incomplete notes.
Use creative allusions.
Record the interview.


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Full transcript