Have you ever wished you could get inside the heads of people in your target audience? To hear what words people use to describe their perceptions of your brand? To see patterns in how people assess your value proposition? To learn how your offerings bring meaning to their lives?
Tags: Qualitative Research, In-depth Interviews, Joyce Kurpiers, Focus Groups
Sometimes privacy issues, sensitive topics, or the need for very in-depth information make one-on-one conversations with research participants more appropriate or fruitful than focus group sessions (e.g., when MBA applicants’ privacy requirements discourage group sessions). That’s when business schools will opt for in-depth interviews (IDIs) as an excellent research strategy.
Tags: Qualitative Research, In-depth Interviews, Joyce Kurpiers
To manage brands and tailor institutional offerings, business schools can capitalize on trends in how our target audience members express needs, thoughts, and feelings about our offerings. To gain that insight, focus groups benefit from the effects of group dynamics, which stimulate thinking, ideas, conversations, and reactions to our products and brands.
