Taking interviews is an essential part of conducting market research and it is nearly inescapable. It is especially essential while conducting primary research that means collecting data directly from the respondents by asking open-ended questions. The answers to open-ended questions have to be more than just a few words. The intention is to let the respondent open up without any restraint. The questions, in this case, have to be about critical issues that require a certain amount of pondering and mulling over before one comes up with a set of words. There are qualitative and quantitative research techniques. In qualitative research, for instance, there has to be an objective of qualitative data analysis. But before that, there is the role of a skilled person with commendable interviewing skills through, for instance, telephone surveys, in depth interview and intercept interviews.
There should be an exclusive team of trained interviewers who conduct interviews on behalf of their clients. The following few traits are required of the interviewers:
- Ability to convince
- Command over language
- Strict adherence to the set compliances
In Depth Interview | Image Resource : lectera.com
It is now delineated that interviews compose the research services for clients who require detailed primary research for knowing what changes they wish to come up with in their marketing strategies or their products. It is indispensable that the interviewers are given all-around exposure to the subtleties or the nuances of training to be commendable and successful interviewers. The effort ensures the interviews are high-end. It also makes sure the process is run smoothly without any glitches. The following dimensions of interviewing skills are essential:
- Ability to ask questions on clarification so that fact-finding is accomplished
- Ability to watch so that accurate response is generated
- Do away with selective listening
- On long calls about research, keeping the respondents duly engaged
- Ability to handle objections
- Competence to make sure respondents are within the reach of their comfort
- Art of interviewing that says no to interrupting
- Ability to remain professional in terms of dress, manners, and body language
Focus groups and in-person interviews are going to help you go deeper during the interviews. Marketing research is one of the best ways to obtain valuable data that you look for. Interviews are appropriate when you need in-depth information on opinions, experiences, thoughts, and feelings. Interviews are essential when the enquiry is related to complex questioning. It requires a lot of probing.
Advantages of interview:
- It facilitates flexibility to the interviewers
- Face-to-face interviews get a better response than the mailed questions. It is especially good for people who are not literate.
- The interviewer can know the non-verbal response of the respondents
The keys to good interview skills are sound preparation, lots of energy, enthusiasm, and a proper strategy. It also involves in-depth research on the company.