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Telephone depth interviews |
This approach is particularly useful for business to business research, where respondents are busy, and the interview needs to take place in their professional context or for research with a geographically dispersed sample. Appointments are made for the moderator to conduct the interview (typically taking around 45 minutes), the interview is conducted, taped, transcribed, analysed and presented in the usual way. This approach can be very cost-effective indeed.
This technique is often seen as simply another way to conduct Individual Depth Interviews. At Counterpoint, we realise that the absence of face-to-face interaction creates an entirely different dynamic that needs to taken into account when designing the discussion guide, conducting the interview and in the subsequent analysis.
Click on the link below to see a related case study:
Case Study: Catalogue Clothes Shopping Usage and Attitudes
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