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Interview Definition

A data-collection encounter in which one person (an interviewer) asks questions of another.

Interviews are a qualitative research method used to gather in-depth insights from individuals through direct questioning. They can be conducted in person, by phone or online and are typically semi-structured or structured.

What are the key aspects of interviews in marketing research?

• Allow for open-ended, exploratory responses.
• Can be one-on-one or in dyads/triads.
• Provide rich, detailed feedback.
• Require skilled interviewers to probe effectively.
• Responses are often recorded and transcribed for analysis.

Why are interviews important in market research?

They help uncover motivations, attitudes, emotions and decision-making processes that are difficult to capture through surveys. Interviews provide context and depth to quantitative findings.

Who relies on interviews in marketing research?

• Qualitative researchers.
• Product development teams.
• Brand strategists.
• UX and CX professionals.
• Advertising and creative teams.

How do market researchers use interviews?

Researchers use interviews to explore new product ideas, understand customer journeys, gather feedback on messaging or investigate specific behaviors. Insights are analyzed thematically to inform strategy, innovation or communication.