A carefully constructed and relevant questionnaire is the key requirement for a high quality market research interview. This will help engage and retain participants through the interview.
All participants will need to know ‘what’s in it for them’, and unless they can immediately understand why they are being asked these questions, they will disengage and may even walk away from the interviewer. They need to understand what the information they give in the interview will be used for.
Avoiding unnecessary questions will keep the interview shorter and a good guide to designing the questionnaire is to use the phrases – ‘I need to know …’ because I will …’ (with the findings)
We are always happy to advise on questionnaire design, type of interview and help with quota specifications and analysis.