Market research: Interviewing and product tests
Market research interviewing and product tests
This an effective method of data collection although not always the most cost effective as it involves people's time as researchers and may involve lots of non-value added interactions for every useful interview.
Usually the researcher is situated in a busy street and asks a few questions to eliminate candidates and ensure homogeneity (known as screening questions) before either thanking them or passing on to the next set of core questions. This is to ensure that the quote sampled is representative and statistically significant.
It is almost exclusively used in consumer research. Segments chosen must be wide enough to be meaningful but also focussed to support the conclusions you require to achieve.
This is basically a structured conversation. The interviewer should have a one or two sheet guide to the questions that they want to ask. These should be ordered so as not to give too much information to the interviewee to avoid prejudicing their views.
E.g. asking 'Do you like XYZ chocolate?' before you ask 'Of which chocolates are you aware?' will prejudice the answers.
You must:
- confirm the interview beforehand with a letter, email, or fax
- be on time, and make sure the interview doesn't overrun
- guide the conversation gently, but firmly
- if the interviewee is difficult then make your excuses and leave
These are widely used, especially in the consumer markets.
The manufacturer selects a group of potential buyers and offers a pre-production sample for people to use or sample, on agreement that they report back their findings.
They are not very useful in service industries.
You should:
- use experienced personnel ;
- choose an appropriate place to hold the tests (e.g. for food outside a supermarket, for audio equipment in a hall);
- make sure that everyone who participates is given a questionnaire to complete;
- circulate during the event to get off-the-cuff remarks, and record these for later analysis.
~ Neil Jones ~
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