Qualitative Interview.

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The focused interview

We acquire individual reactions and information. During the interview, the respondent is presented with stimuli such as product examples, prototypes, advertisements or films.

The deep interview

The deep interview is a relatively long, intensive conversation between the interviewer and respondent about a pre-specified theme. Its aim is to obtain all the possible relevant attitudes and opinions of respondents. The course it takes is completely catered to the individuality of the respondent.

Individual exploration

The frequent employment of explorative interviews serves to ascertain fundamental market information. They are a useful instrument in situations where one is not very familiar with the research problem. This technique restricts the role of the interviewer primarily to addressing the predetermined theme without departing from it through the course of the proceedings.