One-to-one interviewing technique (qualitative data gathering) + quantitative data analysis technique. Preferably to be done in context.
The interviewer probing into the reasons why certain (consequences of) attributes are important/liked to reveal the respondent’s dominant attributes – consequences – values chains related to the product.
Answering why – questions
Data at abstract & concrete level
Knowledge on product preferences
Lot of effort: one interview lasts typically 60-75 min.
Analysis of data – hard
Requires a skilled interviewer
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