A research technique conducted in person in the field by a trained interviewer to understand consumer motivations in the purchase decision process.
A Market Participant Interview is a strategic method to gather in-depth opinions and insights from individuals who are actively involved in buying, selling, or renting a product. These interviews typically focus on a smaller, more knowledgeable group than a random sample or a general survey.
Qualitative research involves investigating the quality, type, or components of a group, substance, or mixture. It is utilized in advertising audience research to determine the quality of audience responses to advertising content, often using in-depth and focus group interviews to gain insights.
An unstructured interview is a qualitative research method where the interviewer does not have a predetermined set of questions, allowing the interviewee to have significant control over the conversation. This type of interview is used to gather in-depth insights and is often conversational in nature.
Verbatims are research reports that consist of word-for-word duplications of interviews or other forms of recorded communication, without any editorial comment.
