Contents
- What is an interview?
- Interview in marketing
- Main types of interviews
- Forms of conducting interviews
- Algorithm for conducting an interview
What is an interview?
An interview is a dialogue between two or more participants, during which the interviewer receives answers to their questions of interest. This format can be used both as a method of field research and as a literary genre. Depending on the area of application, an interview can serve various purposes.
For example, marketers use it to analyze the market, identify customer needs and pain points. Human resources (HR) specialists use interviews to assess candidates' professional skills. At the same time, sociologists, anthropologists, and psychologists study people's values and behaviors. Journalists highlight interviews as a separate genre, which is based on accurately conveying respondents' thoughts on current topics.
Interview in marketing
Marketers use interviews for various purposes, including:
- Hypothesis testing: During conversations with the target audience, marketers can identify real problems faced by potential buyers.
- Creating a customer profile: Interviews allow for a deeper understanding of the audience by determining their gender, age, financial status, and interests.
- Gathering opinions on a product: After completing product development, marketers test it by obtaining feedback in the format of interviews.
- Acquiring expert knowledge: Interviews with professionals in a specific field help learn more about market specifics.
- Content creation: Interviews can be transformed into expert articles or blog materials, helping to build trust in the company.
Main types of interviews
Depending on the goals, several types of interviews can be distinguished:
- Informational interview: Aimed at obtaining answers to questions about events and facts.
- Analytical interview: Focuses on analyzing problems and includes "How?" and "Why?" questions. Often conducted with experts.
- In-depth interview: An informal conversation aimed at exploring customer experiences and uncovering hidden motives.
- Express interview: Short conversations with a few questions, often used to obtain expert comments.
- Rapid survey: An operational method aimed at gathering opinions from a large number of respondents.
Forms of conducting interviews
Interviews can be conducted in various formats:
- In-person interview: The most common format, allowing for the recording of non-verbal reactions.
- Phone interview: A quick way to obtain comments but with limitations on recording.
- Online interview: Usually conducted via video link, which helps avoid some drawbacks of phone communication.
- Press conference: An official event where media figures answer questions from the press.
- Round table: An interactive discussion organized by the interviewer with the invitation of experts.
Algorithm for conducting an interview
To conduct an interview effectively, it is recommended to follow the following algorithm:
- Formulate the goal: Determine what you want to learn and what information you plan to gather.
- Select the format: Decide which type of interview is best suited to achieve your goal.
- Prepare a list of questions: Questions should be open-ended and specific to elicit detailed answers.
- Agree on a time: Ensure that the respondent is ready for the conversation and in a good mood.
- Conduct the interview: Establish contact, listen to the respondent, and note important points.
- Record the responses: Capture answers in audio or video format for further analysis.