Ethnographic In-Depth Interview
Ethnographic in-depth interview is a survey that takes place at the respondent’s home (their usual environment) and allows having a look at and registering their lifestyle, purchasing and consumption habits as well as associations and phrases related to a product/brand.
One or several members of a household participate in the survey.
The aim of this method is to investigate rational and emotional behaviour models and find out the opinions, expectations and needs of existing/potential customers related to a certain product/brand. This method allows obtaining diverse information with regard to the environment, lifestyle, values and behaviour models of a respondent. The data collected during the survey serves as a basis for developing communication and competition strategy guidelines.
During an interview, the moderator asks the respondent questions according to a questionnaire agreed on with the client.
IDI takes up to 2.5 hours.
Would you like to participate in an ethnographic in-depth interview? Sign up now!