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For certain
projects, it is beneficial to conduct
interviews with respondents in person.
Personal interviews typically employ
open-ended discussion guides as opposed to using a
more structured
questionnaire or survey. This
method
is especially helpful if visual concepts
need to be presented, such as:
- creative
comps
- story boards
- product
prototypes
In-depth interviews are also ideal for
uncovering the thinking and logic individual
consumers use when making decisions about
particular products or services.
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