This is a unique method of human interaction and communication, which is not only about finding out what people think but also about why they think it.
Face-to-face IDI’s, group discussions are the best way to get an in-depth insight/feedback.
And for an advanced case, it uses “Time-lapse” techniques, which is an art of video interview where shots of the interviewer provide instant, no-brainer cutaways for the editor in post-productio
What do we do?
To conduct an interview session first we detect our targeted group but it may involve interviewing an individual or pairs of people to get a deeper understanding of customers’ behavior and the way they think. This understanding provides a solid base from which next best steps can be prescribed to a company. Valuable source of information comes which can be utilized while developing new products or coming up with new marketing initiatives. A company always want to test the reaction and refine a customer’s approach.
What does it tell about?
Customer reaction towards the products and services.
How branding, design and packaging influence customers and in what way.
How price affects the consumer’s behavior.
Acceptability of new products amongst customers.
Which sort of marketing messages can have massive impact on them.
The methods we follow:
In depth interviews
Pair interviews
Focus group
Ethnographic research
Usability test
Sensory research