How does it work?
The active involvement of the interviewee is critical for the quality of the outcome
The focus is set on the qualitative customer input and the survey content is adapted to each respondent's focus
Provided the interviewee agrees, we record the interview so that we can fully concentrate on the flow of the conversation
We facilitate the interview process with graphical “visuals”
The customer journey with reference to re-purchasing - Example
An executive interview – Preparation and processing
- Adapted to the interaction process between customer and supplier
- Design according the critical amount of information
- Modular in order to adapt to different target groups
- Standardized metrics for cross-group comparisons
- Hierarchical system oriented towards one target / reference point
- Probing for qualitative inputs (open statements)
- Proofed scenario allowing for respondent's opening up
Conditions for the questionnaire efficiency and quality
Rules to get to actionable insight
How do interviewees behave during an interview?
Starting points are problems and expectations.
From there, answers tend to be story-based
Types of challenges not clearly compartmented
A single problem can have different facets (i.e. technology, processes, cost, staffing)
In industrial markets people have learned to think in trends. In contrast, they have difficulties to clearly separate the stages in time