What is an interviewer?
- Content Type:
- Glossary
Interviewer Definition
The person responsible for administering a questionnaire. A good interviewer will understand the goals and purpose of research, have good reading and diction skills and an ability to interact with the public.
What is an interviewer’s role in marketing research?
An interviewer in marketing research is a trained professional who conducts surveys, in-depth interviews or focus groups to collect data from respondents. They serve as the primary point of contact between the research organization and the participant.
What are the key aspects of an interviewer in marketing research?
- Skilled in verbal communication and active listening.
- Trained to follow research protocols and maintain neutrality.
- Can conduct interviews in person, by phone or online.
- Able to probe for deeper insights when needed.
- Often involved in qualitative and quantitative research.
Why are interviewers important in market research?
Interviewers ensure that data collection is accurate, consistent and reflective of respondents’ true thoughts and experiences. Their ability to build rapport and clarify questions directly impacts the quality of the insights gathered.
Who relies on interviewers in marketing research?
- Market research firms.
- Academic and social researchers.
- Government and public policy organizations.
- UX and customer experience teams.
- Advertising and brand strategy groups.
How do market researchers use interviewers?
Researchers deploy interviewers to collect firsthand data, particularly in studies requiring explanation, probing or complex questioning. Interviewers help administer surveys, moderate discussions and gather detailed responses for analysis and reporting.