Digital marketing relies on finding data and using it to better your campaign. There is abundant information available. Gathering what is valuable to you involves analyzing your entire advertising strategy. One of the best ways to harvest detailed data on the performance of your brand is to simply ask your audience. Qualitative interviews provide an ideal tool for market research. They need to be skillfully delivered in order to gain the maximum benefits from them. The first step is creating the perfect interview strategy to enhance its potential.
There is no way around it… happy customers equal happy sales!
Choosing an Interview Guide
You need a list of relevant questions to ask your audience. You must decide on their order and the type of interview that will get the results you require. There are three interview types that you can choose from:
- Semi-Structured Interviews
Using a set interview guide, individuals are asked the same questions during a conversational interview. Questions do not need to follow a specific order and can be influenced by the dialog occurring. The interviewer is also able to ask additional questions pertinent to the individual. The advantage of this is that you will get the exact information you require, as well as personalized data on the responses and behavior of your audience.
- Structured Interviews
The same questions are asked of each person and they are delivered in the same order. Much like conducting a survey, you will acquire specific information from a large group of people. However, this method lacks personalization and in-depth insight into your individual audience members.
- Unstructured Interviews
There are no set questions and no order in which they are asked. This lack of structure allows the interview to take its own course according to what answers the person gives. Similar to conversing with someone, you will benefit from obtaining a wide variety of data that you may not have been aware of previously. If you are performing a research study then it will be difficult to make comparisons from the different questions that have been asked.
If you want to lift your business up, find out what your customers say…
Creating Interview Questions
It is imperative that your questions are worded in a succinct and honest manner to ensure the answers accurately reflect the experiences, thoughts and emotions of your audience. You want to create an unbiased interview that does not make participants uncomfortable or lead them in a specific direction. This means avoiding language that is suggestive. Keep your questions straightforward, jargon-free and easy to understand.
- Create a wide range of questions to get as much information as possible, from simple demographical data through to your specific research study. Basic questions will help the person relax and aid customer profile creation for your other marketing campaigns.
- Ensure that your questions do not inspire “yes” or “no” answers. This will kill any opportunity for you to gain detailed responses and in-depth insight into your consumer experiences. Use questions that show your interest, such as “describe”, “tell me about” or “what do you think?”.
- Have some questions ready for probing into short answers. These can include examples such as “tell me more about it”, “please explain what you mean” or “what makes you think that?”.
- Complete your interview with a question that will allow the person to share additional information you may not have included. This is also helpful if they have a new thought on a previously asked question. “Do you have something that you would like to add?” is a good example.
Focus your questions around the information you are in need of. This will ensure relevant data is gained and prevent time wastage. Test your questions in a pilot study before using them and continue to analyze them for efficiency and optimization. When used properly, the results of a qualitative interview campaign will help you acquire valuable insight about your audience – as well as the performance of your marketing strategy.