The development technique of consumer insight from Interviewing Process of Investigator, Psychologist and Marketer

Abstract

This research is to find a process and psychological interviewing technique that can get an in-depth of consumer Insight. By using a qualitative research method, an in-depth interview and non-participant observational technique were used for data collection. The sample group composed of nine participants varied in terms of emotional quotient, the ability to adapt, and recovery after encountering with critical incidents. Professional in three careers, an inquiry official, psychologist, and marketer interviewed the sample group for an in-depth of consumer insight for security equipment. After that, the sample group was interviewed again by the researcher. Findings showed that the interviewing technique of the inquiry official was getting to the point quickly, giving pressure and making the interviewee fear by using previous criminal cases. While the interviewing technique of the psychologist was being friendly with the interviewee, using assumption that might happen, and avoided asking the interviewee’s direct experience, the marketer’s interviewing technique was paying more attention on the interviewee’s lifestyle and real-life experience. The research also found that the process to reach an in-depth of the consumer insight began with preparing for the interview, introducing the interviewer and building a relationship with the interviewee, asking questions, investigating the problems before verifying information, and planning to solve problems or find the opportunity to sale products. The interview should use friendly language suitable for the interviewee, building a relaxing atmosphere, and giving an opportunity for the interviewee to express his/her opinion.