The genius and the beauty of the one-on-one, individual depth interview lies in its time honored, proven value. Nothing in marketing or opinion research replaces the sheer simplicity of having a competent research interviewer ask carefully crafted questions to the user of a service or product. This is opinion research at its most basic, pure, and most proven functionality.

The Research & Planning Group is proud of its 24-year tradition of applying the art and science of asking the right people the right questions and then drawing the right conclusions from their collective responses. This form of qualitative research has proven itself to be at the heart of successful opinion research.

Our firm's skill lies in crafting and asking the right questions and then carefully organizing and analyzing the verbatim responses, and drawing sound, actionable conclusions.

Method

The Benefits

Individual Depth Interview: Method

The following describes the typical way in which individual depth interviews are developed and conducted:

• The client and The Research and Planning Group meet to determine

  • The research objectives of the study,

  • The questions to be probed, and

  • The profile of the participants

• Based on the above input, an interview guide is developed by RPG and submitted to the client for review
• RPG's professional staff recruits participants according to the agreed-upon profile.
• Typically, participants are paid a cash incentive (co-op) for their cooperation
• TPG's professional interviewers contact the participants and conduct the interview
• Each interview is designed to last from 12-15 minutes
• Participants are paid their incentive following the individual interview
• RPG analyzes the information learned and prepares a written report

Individual Depth Interview: Benefits

Elicits more comments per participant that is possible in a focus group setting
Individual responses are not influenced by others in the group
Depth interview may be conducted by phone or in person

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