There are multiple qualitative techniques that we can use in Market Research. Choosing one or the other depends on several factors. Among these we find the budget and time available, the background of data and information to which we have access and the accessibility to people who could collaborate in our studies.
In-depth interviews are a tool that can help us meet our objectives on many occasions. Its application is mainly recommended when there is little information about a phenomenon or fact. It is also advisable to carry out this technique when the universe of participants in a segment is very small. For this reason, we share with you four reasons why it is worth using this option.
Personalize the experience. When developing quantitative or qualitative techniques with multiple participants, some steps are usually standardized. This results in privileging the collection of certain statements given the number of collaborations available in the same session. In a talk between a single interviewer and an interviewee, the tone and paraphrasing of the topics to be discussed can be adjusted. In addition, it should be noted that some people only feel comfortable chatting alone or have impediments to discussing certain topics in public.
Delve into key aspects. When we apply quantitative questionnaires we almost always have to settle for the answers that each question allows. Even if we apply open questions, we may not be able to obtain all the findings we expect. People can find it very difficult to express themselves in writing and are more open and verbose when speaking. During in-depth interviews, the moderator can detect areas of opportunity or ideas that can be developed individually, thus increasing the value of the research.
Access niche sectors. As anticipated at the beginning of this blog post, some market and industry sectors have few participants. Wanting to design a probabilistic sampling makes little sense in these cases. By considering a small number of interviewees, we gain the opportunity to collect data and information from people who are dedicated to highly specialized activities or who are not accessible through traditional means.
Read non-verbal language. Whether they are applied in person or virtually, the person interviewing someone is able to read non-verbal messages and adapt their collection work in assertive ways in this regard. Gestures such as eye contact, the position of the legs and the movement of the hands can say more than what an interviewee’s words want to express. Based on this communication, it is also possible to qualify and redirect the conversation so that it is beneficial for both parties.
This tool to achieve our research objectives meets an old saying that «quality is better than quantity.» From a correct design of topics and questions, the selection of a good moderator, having effective recruitment and guaranteeing a viable physical or virtual environment to hold appointments, we can reduce the uncertainty in making your decisions.
At Acertiva we have more than two decades of experience in getting to know LATAM consumers and brands. We are ready to put our team of analysts and strategic allies at your disposal in these types of techniques. If you are planning a market study you can write to us right now. We will respond to you with how together we will make your next success story a reality.
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