The market research industry has long utilized online research methods to cut costs, increase convenience, and boost efficiency. The allure of virtual research has only grown with brands seeking real-time consumer data that allows them to remain agile at every turn, especially in the wake of COVID. Virtual interviews are an excellent way to gather rich consumer insights with less stress and less overhead, and there are an array of virtual interview tools to help.
In-depth interviews are a qualitative market research method that offers brands the unique opportunity to collect rich, insightful, and real data from a smaller group of participants using open-ended, discovery-oriented data collection methods. With virtual interviews, a researcher can more deeply explore a respondent’s feedback and thought processes. So, how do businesses implement digital interviews? Here are our top tips and tools to get you started.
Virtual Interview Tips & Tools
Virtual interviews allow brands to get up close and personal with participants that represent a particular market segment. These interviews often produce some of the richest data in market research and are invaluable to virtually all organization departments. Here is your guide to virtual interviews.
1. Getting Started
Before any research can begin, interview guidelines and objectives must be fleshed out. Teams must decide what they are trying to achieve, who they will interview, and what questions they will ask. Posing too many questions can dilute the results of a focus group. Therefore, it is best to pick one area, such as branding, product performance, product design, etc., for a particular focus group to answer questions. Focus on offering concise, unbiased, and open-ended questions and probing further where necessary. Read this article on common in-depth interview mistakes to ensure you avoid them.
2. Gathering Data
Once you have your prerequisites in place, it’s time to conduct your virtual interviews. It’s essential to have the right technology, and video conferencing options such as Zoom or Google Hangouts won’t cut it if you’re hoping to gather insights. For the best experience, look for a specialized virtual interview tool, such as FC Live, that will allow you to conduct in-depth interviews with transcription and reporting.
3. Moving Forward
Once you have your data, hone in on key data points, trends, and observations. Record your findings and compile them into a report that showcases the key takeaways. We recommend a storytelling approach to data reports as storytelling gives market researchers the ability to share data with a human lens, which is invaluable in this increasingly digital world. This tactic helps make data memorable for business executives and leads to informed decision-making.
By conducting virtual interviews, you’ll reap the benefits of traditional interviews, while saving time and money. Follow our best practices above to ensure you get the market research insights you need.
Virtual Interview Solutions
In-depth interviews are easy to run online with solutions like Live by Fuel Cycle. With capabilities like a virtual waiting room, screen sharing, whiteboarding, and even a private backroom for observers and stakeholders, collecting consumer data is seamless.