Methodologies

Our strict and specific methodologies allow us to produce high quality research and insight to best meet the needs of clients.

Interviews

Usually conducted on a one to one basis, an IDI is designed to reveal the underlying motives of the interviewee’s attitudes, behavior, and perceptions.

The goal of the interview is to deeply explore the respondent’s point of view, feelings and perspectives. Interviews are particularly useful for specific purposes such as avoiding the drawbacks of group dynamics (i.e. groupthink domination), providing more in depth probing of the reasons behind their individual opinions, and dealing with subject matter and opinions participants may not be comfortable sharing with a group of peers.

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