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.