One-on-One Interviewing

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Challenging the status quo

Qualitative research, because of its impressionistic and emotional characteristics, is often viewed as being in direct conflict with the more objective, measurable forms of quantitative research that are favored during the product development process. Yet qualitative methods are ideally suited to establishing the context in which consumers use a product and exploring the emotional connections that consumers have - or don't have - to a product. The author argues that both qualitative and quantitative methods have their place in the process and outlines how the two types can be used in concert for more effective product development.

How deep do you go?

When presenting research results, researchers excel by communicating an accurate and practical view of the business situation at hand and by knowing how to tailor their presentation to the needs of their many audiences. Some groups require a minute level of analysis, some a broader view. Knowing when to employ each type of approach is the key to making research findings relevant and helpful to your audience.

Old methods, new approaches

QRCA members explain how current technology helps them conduct more effective qualitative research. Profiled tools include online bulletin boards and Webconferencing.

Qualitatively Speaking: Learning from the little ones

The author offers real-world tips on conducting qualitative research with kids, touching on everything from keeping young respondents from falling asleep to the dangers of revolving chairs.

Call the right play

Four different theories on when to introduce a brand in a TV ad are explored, including examples of the best situations in which to use each approach and each one's strengths and weaknesses.

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Related Articles

There are 469 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Not-so-stupid recruiting tricks

Recruiting has become more complex over time. This article discusses five tips for improving recruiting.

Forget the sharks - swim with your own fish!

In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

The people have spoken

Portland General Electric used usability tests and focus groups to make the company's power outage telephone reporting system more user-friendly.

Growing indoors

To determine the marketing potential of an indoor planter product, researchers applied a variety of research methods: a review secondary research, trade publications and sales materials; retail audits; in-store interviews; consumer and trade member interviews; and telephone interviews with retail buyers and distributors.

Q&A: Research in Europe '98

To obtain a sense of research in Europe this year, QMRR's West Coast ad rep interviewed principals of two European research firms: Manuel da Rocha, president of ACHAB Research, a Paris firm specializing in qualitative research with a focus on new product development and brand positioning, and G.H.P. Etienne, managing director of CBEM, a Brussels-based full-service research firm.

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Specialties

• Focus Group-Moderating
• Qualitative Research
• One-on-One (Depth) Interviews
• Executive Interviewing
• Transcription Services
• Psychological/Emotion Research
• Spec Writing-CAPI

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