1. Interviewing Techniques Individuals and Groups Meeting 5

2. Qualitative Interviewing Natural setting - grocery store 30 minutes to 2 hours in length Participant’s point of view Single focus

3. Preparation Begin with grand tour question Go from general to specific Ask respondents to talk about experiences Use ‘tell me about’ questions Prepare a data sheet Record interviews when possible - no notes

4. Conducting No personal interjections Use prompts Repeat what they just said Let respondent set the agenda Ask for meanings of emic words Introduce objects Summarize, give contact number, conclude

5. Analyzing Listen during interview Write brief summary with conclusions Read and reread transcript texts Develop a coding scheme Organize categories and examples Use analysis to structure future interviews

6. Use groups when Topic is important for participants Confirmation from other research is needed Observable behavior naturally occurs in groups or group settings Families or pairs are units of interest/study Sociograms are useful for understanding a dynamic

7. Listening to respondents Read between the lines Look for underlying insights that are repeated from interview to interview Star of the interview is the consumer Treat participant as guest not subject

8. Interviewing ‘tricks’ 1.Dress like the consumer 2.Don’t take notes 3.State your purpose up front 4.No right or wrong answers 5.Keep asking why 6.Study talk show hosts

9. Listgening ‘tricks’ Identify main ideas in the conversation Listen to how people express themselves; notice non-verbals Listen for what they don’t say Look for patterns across interviews

10. Questioning Techniques Projective Questioning Use questions to learn about consumer’s life If you won the lottery tomorrow, how would it change your life? If you could go anywhere in the world for a vacation, where would you go?

11. Questioning Techniques 2. Product and Brand Personality Personality traits give clues to strengths and weaknesses of brand If mustard were a star, who would play it? If you could come back as a car, what would it be like? What adjectives apply to Doritos?

12. Questioning Techniques 3. Laddering Attributes-----> Benefits-----> Values (features) (personal use) (needs) What product isWhat product means Ask why