One-one-One Interviews
One-on-one interviews are conducted with different stakeholders (e.g., employees, customers, prospects, industry experts) during market research or to prepare for planning workshops. One-on-one interviews allow in-depth probing of issues to clarify answers and obtain data that cannot be captured using surveys. TeamThink works with clients to determine target audiences and an appropriate number of interviews. As the interviews progress the number of interviews are increased or decreased as required.
Approach
- Identify key business problem to analyze
- Form interview script and identify interviewees
- Schedule and conduct initial interviews
- Client meeting review effectiveness of script; script is adjusted if required
- Complete interviews
- Develop summary and present findings
- Follow up thank you notes to participants on your behalf
Successes
TeamThink led the creation of a brand strategy and marketing plan for an Engineering Solutions and Asset Management Services Firm. TeamThink conducted one-on-one interviews to understand customer perceptions of the organization and to test positioning statements. Interview results informed the brand strategy which departed from the client's belief the company's brand should be centered on technical competency. Instead, interview results provided evidence to emphasize the well regarded staff and customer service excellence that were key traits customers consistently recognized about the company.
While subcontracted by a marketing agency, TeamThink's principal conducted 20+ interviews with senior managers and executives for a multinational consumer goods company that required a comprehensive online strategy. The interviews were designed to understand corporate objectives, challenges and key performance indicators to align the online and corporate strategies. Information gathered during interviews was critical input for the proposed online strategy which the client agreed to implement.
While subcontracted by a consulting company, TeamThink's principal conducted 15 interviews on behalf of a non profit organization examining the feasibility of charging fees for a service that was offered free of charge to customers. The interview results yielded key insights about the potential risks associated with pursuing the venture and influenced final recommendations on how best to pursue a fee for service model.