From the course: Market Research: Qualitative

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In-depth interviews: Qualitative market research method

In-depth interviews: Qualitative market research method

From the course: Market Research: Qualitative

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In-depth interviews: Qualitative market research method

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- The number one way to improve your business or product is simple: ask your customers. One-on-one interviews are incredibly effective for getting to know your customers so that you can make strategic improvements to your marketing. The way I see it, there are three reasons why interviews are such an important qualitative tool to have in your market research skillset. First, interviews provide flexibility. You can make them as formal or informal as you want. You can fill the time with pointed questions or go in with just a couple of topics, and discuss and facilitate an exploratory conversation. You can design interviews to get you data on just about anything. How participants become aware of your offering, how they learn about your brand, and competitors and alternatives; their day-to-day shopping habits and buying frequency. Challenges they face related to your product or your industry, and how they've solved them in the past. What emotions drive their decisions, what messaging…

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