Hot LemonResearch services - executive interviewing
This is our premium service, and generates the most detailed information. We use experienced interviewers to individually interview respondents personally. This research methodology allows Hot Lemon to explore complex subjects in an open ended fashion and can produce highly detailed and insightful results.
Given the detailed nature of this methodology, it is only really suitable for relatively small samples.
Executive interviewing - what is it?
Executive interviewing is one-on-one, in-depth interviews conducted by a qualified interviewer usually using a survey script or being very familiar with the subject matter in hand. This method is most often used when sensitive issues need to be discussed or when materials need to be shown or handled. Executive interviewing is also appropriate when respondents are of a “high status” or when samples sizes are small and local.
Executive interviewing, when done well, can produce some of the most detailed research results possible using any methodology.
Advantages
Individuals who agree to participate in face-to-face interviews are typically highly motivated to cooperate. Materials can be shown to and reviewed by respondents in particular sequences, and interviewers can report observations (emotions etc.) in addition to question responses. Questions can be explained when necessary, and researchers can probe in an open ended manner for more complete responses. The responses generated by executive interviewing can be very detailed and highly insightful.
Disadvantages
By their nature, face-to-face interviews typically reach a limited audience of potential respondents, responses generated by this technique, whilst detailed can be non-projectable (i.e. cannot necessarily be projected onto a wider population) and anecdotal.
It is a very intensive methodology in terms of time and expense (setting up meetings etc.) and the turnaround time of research done this way can be longer than other methodologies. Care always needs to be taken with regard to interviewer bias, as this can dramatically affect the findings of this type of research.
Executive interviewing – the Hot Lemon difference
Hot Lemon can manage the entire process for our clients. From arranging the interviews, conducting them with suitably qualified interviewers to analysing and producing the results.
If would like to find out more, please get in touch with us.
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