Insight into the actual behavior
Understanding the actual behavior of your target audience can be difficult, as there is often a discrepancy between what you say as a consumer and what you do. Therefore, it is necessary to seek to uncover the more emotional arguments and gain deeper insight than with the rational answers.
The duo interview is a variant of the personal interview and is a dialogue between two parties who know each other, e.g. married couple, friends or a parent and a child. Here a special form of co-interview arises, where the participants can remind each other of different things, contribute with additional information or put things in perspective. In addition, exercises or small cases are used. The interview typically takes place at the participants’ home, and observation in the home as well as the inclusion of artifacts contributes to a more complete picture of reality. This creates a deeper insight into the actual behavior.
The family interview
An extension of the duo interview is the family interview, in which several family members participate. This is especially relevant if you want to know e.g. how a decision-making process unfolds, or how time is spend together at home. Therefore, the different roles and behaviors of family members are typically involved. If the target group is children under the age of 15, this is also a good method to combine the interview with the child, with an interview with one or both parents and possibly with the whole family together depending on the subject.
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Userneeds and Analyse Danmark merged at the end of 2020, which has created a strong qualitative team, U Focus. Through many years of experience and a merge of the companies, we have strong competencies in qualitative research.
Marianne Hjelm Parastatis, email@example.com, Tel. +45 22 96 51 48