During a depth interview, which of the following is NOT part of the interviewer's strategy?
A) Provide as much time as possible for the consumer to express his or her thoughts and behaviors.
B) Give the consumer an opportunity to respond to specific verbal and visual materials.
C) Talk as much as possible to ensure the consumer gives the answers s/he wants.
D) Establish an atmosphere that encourages the consumer respondent to relax and open up to provide valuable insights.
E) Probe the respondent and encourage him/her to talk freely about the product category and/or brand under study.

Question

Quizplus · Accepted Answer

In a depth interview, the interviewer's strategy is to listen more than talk, allowing the consumer to express their thoughts freely. Talking as much as possible to steer the consumer's answers is not a recommended strategy, as it can bias the results and inhibit genuine insights.

During a Depth Interview, Which of the Following Is NOT