As part of our research and consulting services, we always strive to obtain valuable information from the best possible sources.

Interviews provide an opportunity to obtain information directly from people involved in a given subject who have experience or knowledge of a given matter – almost always a very appropriate solution. Because of the interviews, we can primarily acquire knowledge in a flexible form and in a shape which best suits business needs.

Interviews as a research technique come in many forms. From the business point of view, important categories include:

  • Quantitative interviews – standardised, and devoted to quantitative measurements of larger samples: See Surveys.
  • Qualitative interviews – more flexible, “free” in form, devoted to smaller samples and measurements, and focused more on exploring or explaining a given phenomenon.
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In qualitative interviews, a distinction should be made:

  • Direct (F2F) and Indirect (e.g., TDI – individual telephone interview) interviews.
    Face-to-face interviews assume face-to-face contact with the respondent (the person providing the information).
    Indirect interviews are, for various reasons, a more effective, or, sometimes, the only possible, way in which to reach people in the target group directly.
  • Individual (IDI/TDI) or Group (FGI, dyads/triads) interviews. Depending on the objectives set and the kind of data needed, information can be obtained from individual and group respondents. Group interviews usually follow the FGI formula (i.e., focus groups with 6-8 people) and are conducted in special locations and conditions. Sometimes a better solution is to interview only two or three people (e.g., parents/household members).

Qualitative (casual) interviews are always carried out by experienced researchers or moderators. They require a high level of commitment and experience, and greater flexibility. To ensure that the interview-based measurement is as productive as possible, we always use appropriate interview guides and scenarios which present a clear idea of what to talk about and how to talk to a person.

Interviews can be used successfully to obtain consumer knowledge, along with expertise and factual knowledge, in a specific area. The interview can be used to explore and explain various market, marketing or customer behaviour phenomena. We use them both to gain knowledge about companies and industries and to learn about different individual customer target groups.

For years, PMR has been using high-quality interviews as one of the basic methods of acquiring valuable information in both the B2C and B2B measurement subgroup. Our moderators and market experts are able to meet even the most difficult challenges in this area. Because of the many years of experience of PMR analysts and industry experts, the company can pride itself on its own extensive expertise, which it also offers clients to help them to obtain valuable information in the most direct manner.

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