Smart phones have revolutionized the way we keep in contact with one another, but through video chat services like Skype, smart phones have changed the landscape of research as well.
For instance, I discussed panels vs. focus groups last week, but sometimes group interaction is not critical to the research process. This is where depth interviews (one-on-one interviews) come in, since they provide a great deal of information.
Being in-person is often difficult and time-consuming, so video chat alleviates the expenses associated with one-on-one interviews. We're constantly developing the role of social media technologies like Skype in our market research. Social media tools make depth interviews easier and faster to implement, while avoiding the time and financial cost of traveling.
The keys to an effective Depth Interview are:
- Qualify and Probe – Can you elaborate, explain, etc
- Unbiased - Explain but never sell
- Counter Question Technique – How much should it cost, weigh, etc.
- Common basis for comparison
- Flexibility to change and manage time
It is often as easy as scripting your questions and calling.