Solutions/Research/InPerson

The Importance of One-On-One - Along with many other companies and consultants, we realized long ago that focus groups don't work. The peculiar social dynamics of the group situation in focus groups routinely make it very difficult to get useful, objective results from interviewees. We greatly prefer a one-on-one approach, using interviewers skilled in our proprietary interviewing techniques. These interviewers know how to put customers at ease, posing questions that probe into their unconscious and unlock powerful and often hidden images and beliefs.

Metaphor Elicitation - InPerson interviewing is specifically focused on the elicitation of powerful metaphors. When prepared correctly by a skilled interviewer, and invited to use their imaginations to express their deepest feelings, interviewees often come up with surprisingly vivid metaphorical images that somehow are frequently similar. It is these particular images that constitute some of the most powerful results of our research, and carry the deepest implications for branding, strategy, and CRM.

Small Numbers, Big Results - Because of the in-depth nature of InPerson interviews, we usually don't need to conduct them with large numbers of interviewees. We can get very useful results from between eight and fifteen interviews.

Proprietary Methodology - InPerson interviews are done in our offices, on-site, or wherever customers feel most comfortable. We videotape many interviews, and use our proprietary visual techniques and online interface to record data and customer testimonies.