Consumer Interviews

Interviews with consumers are an increasingly relevant methodology within consumption studies and consumer research that either replace or complement other data collection forms, such as quantitative or observational research. Consumer interviews can be defined as direct research encounters between researchers and either individuals or groups, characterized by research subjects being encouraged to give extended or reflective verbal answers to researcher questions. Consumer interviews are mostly done in face-to-face settings where researchers and interviewees are in direct physical proximity, though they can also be done remotely, for example over the Internet or by telephone. Though consumer behavior studies are sometimes done in interview format via extended surveys, what distinguishes consumer interviews is the fact that they allow for reflective, individualized responses to a relatively unstructured or ...