Research Methods per Objectives
Group interview is the most popular type of Qualitative research. Apart from Group interviews, methods below could be flexibly arranged on respondent numbers or venues based on the research objective.
Group Interview
An interview held in style of a round table discussion with one Moderator for several respondents. A group consists normally of five to six, and more than two groups will be interviewed. Also possible to have a mini group interview with three or few respondents.
1-on-1 Interview (Depth Interview)
One moderator will interview one respondent. This method is effective when conducting close analysis of each respondent, normally over 5 people.
Shop Along (Mystery Shopper)
Moderators will shop together with respondents, in order to analyze shopping trends such as what people look for while shopping, or how products are chosen.
Home Visit
Interviews will take place at respondents' homes. Effective in actually confirming the daily lives of respondents, how products are used and their insights thoughts towards this use. Home visit also enables to grasp the respondent' sense of values by observing their living environment.
Feel free to consult CBR for the best method for your research.
Group Interview |
1-on-1 Interview |
Home Used & Group Interview |
Shop Along |
Home Visit |
Follow up Interview on Quantitative research
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| Idea Screening Testing | ○ |
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| Concept Testing | ◎ * |
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| TV Commercial Testing | ○ |
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| Name Testing | ○ |
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| Price Flexibility Testing | ○ |
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| Design Testing | ○ |
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| Package Testing | ○ |
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| Package Shelf Testing | ○ |
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| Product Testing (Trial, Food and Beverage Sampling, etc.) |
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| ConceptProduct Testing (Trial, Food and Beverage Sampling, etc.) |
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| Fragrance Testing | ○ |
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| Investigation on Actual Status | ○ |
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| Basic Survey | ○ |
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| Efficacy of Distribution/Promotion | ○ |
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| Customer Satisfaction Survey | ○ |
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| Usability Survey | △ |
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( ◎ Ideal / ○ Sufficient / △ Possible)
* In cases when there is lack of respondents and Quantitative research becomes difficult.
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