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Interviewing Techniques
Quantitative Interviews
At Maven Research we provide a variety of quantitative techniques enabling you to gather "hard" data on the strength of attitudes and preferences and the size of a particular customer market or category. By expert sampling and weighting we can robustly identify and track statistical indices and trends. Maven provides traditional methods of data collection as well as manual or automated telephone interviewing facilities and point of sale feedback equipment.
Qualitative Interviews
Qualitative research is an important part of many research projects and here at Maven we have a great deal of experience in conducting intelligent, enlightening and probing qualitative research, encompassing:
Exploratory - exploring responses to particular customer or employee, advertising, product, service or brand issues
Explanatory - finding answers to particular customer or employee, advertising, product, service or brand issues
Developmental - using the consumer or employee ideas for insight and inspiration
Evaluative - Measuring response to new advertising, employee processes, product, service or brand issues
Our interviewers have been specially trained in encouraging interviewees to articulate their views, as well as noticing the way in which the interviewee relates to discussion topics through both verbal and non-verbal analysis. Whether your needs dictate a focus group for a breadth of issues or whether you require more in-depth one to one interviews we have the expertise to provide this resource. We have over 10 years experience of conducting depth interviews and focus groups and in all areas of consumer, employee and business-to-business/executive up to board level, also drawing on our staff's qualitative skills in the supporting area of workshops.
Other Benefits of Depth Interviewing:
Opportunity for PR by including incentives - can leave a positive opinion of the client with their customers.
More depth is generated than in a focus group as the respondent is able to give more “whys” about their own motivations and perceptions. They will be less likely to give into any peer pressure (although as many people give the answers they think are expected of them it’s useful to focus the training in non-leading follow-ups that our depth interviewers have been given).
Often the participants like to have feedback from the interview and an opportunity for key themes and actions on follow-up thank you letters is recommended- particularly B2B.
Transcriptions of the depths may be made available although in the case of business2business it must be mentioned in the proposal that editing may take place to ensure the anonymity of the respondents.
Full qualitative reporting can be provided detailing the outputs from the qualitative interviews
Stimulus materials can be used during the interview that may be relevant to the topic.
Interviews can be conducted over the phone or via the web which can be a very cost effective approach.
Links to:
- Customer depth detail - (pdf format, 27kb)
- Employee depth - (pdf format, 23kb)
- Tele-depth
- E-depth
Specific Techniques
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