Interview, Viewer Considerations — Qualitative Episode: Returning to the “Premises of Analysis”

Recommended for people like this

• You feel that information gathered from interviews is too complex to be organized.
• You are unsure how to formulate hypotheses or determine analysis methods.
• You struggle to express your opinions during briefings.

*Due to popular demand, we will be offering past seminars for free viewing in video format.

“Qualitative research” involves engaging with each individual, delving deeper into their comments, and observing their actions to extract hypotheses tailored to marketing challenges. Today, the simplification of interviews through methods like online and chat interviews is accelerating, making them applicable in a wide range of scenarios.

Nevertheless, “interviews” in the research context require various skills specific to the research objectives. In particular, “how to observe and listen to interviews” is a skill that is often overlooked. In fact, the way you interpret statements and take notes can significantly improve the quality of research, leading to different insights from the same interview.

In this session, we have invited Yasunori Sumi, Representative Director and President of SRA Co., Ltd., who has extensive research experience in a wide range of industries, including cosmetics, automobiles, and food, to discuss “the correct way to observe and listen to interviews” and revisit the fundamentals of “interview surveys.”
We hope you take this opportunity to acquire the skill of “maximizing hints from monitor responses” and leverage it to contribute to achieving “truly effective research” for your products and services.
*Facilitator: Kie Hata, Asmarq Marketing G

Program

• The “correct” preparatory steps before an interview


• How to take notes and observe and interview


• Utilizing target audience understanding in analysis


• The concept of “comparison” in qualitative research


• Questions and answers

Speakers

SRA Co., Ltd. Yasunori Sumi

Representative Director and President

With a background in research conducting quantitative and qualitative studies across various industries, including cosmetics, automotive, food and beverages, supplements, human resources, IT, and B2B, he currently serves as the Representative Director and President of SRA Co., Ltd. He specializes in comprehensive support, from planning and designing qualitative and quantitative surveys to conducting them and delivering analysis reports. He has experience in statistical analysis, including multivariate analysis, and has worked as a moderator for qualitative analysis, moderating approximately 200 sessions per year.