Interviews
1-1 surveys can either be conducted as qualitatively oriented in-depth interviews, or quantitatively as computer-aided 1-1 surveys (CAPI). CAPI surveys are conducted by field institutes with which we have already been collaborating for many years. We generally work exclusively with our own interviewers for in-depth interviews.
Detailed In-Depth Interviews
Open-ended 1-1 interviews or individual explorations are carried out using rough interview guidelines that allow us to ensure that we can address arguments and tendencies that hadn't been considered at the outset.
Each in-depth interview lasts 45 to 120 minutes, and this means that topics that have been responded to in an initially superficial manner can be probed further, thereby allowing one to see behind the façade of social desirability and thus gain further insights into motives and need structures.
Highly Qualified Interviewers
When it comes to in-depth interviews, we generally work exclusively with our own experienced staff. These psychologists and social scientists possess a sound training in methodology, experience of qualitative methods and interview techniques, plus many years' professional experience.
In the case of in-depth interviews, the interviewer's psychological qualifications are of particular importance since the interviewer has to ensure that they themselves don't develop a preconceived opinion right from the first interview and subsequently push further interviewees in this direction without realising it. The more experienced the interviewer, the more successful they are in influencing the respondent as little as possible.
Thanks to their professional experience, they can also operate professionally and credibly at management level and in the B2B sector, and possess the corresponding background knowledge concerning the conception and execution of the research so that they can answer any question about the project at any time.