Survey Content Interviews

Why you need NBRI to conduct your content interviews

First, it is best to use an outside firm in order to ensure confidentiality. Inherent in utilizing in-house personnel to conduct interviews are many of the same problems as using focus groups for this type of research. People fear retribution for their honesty, and protect themselves at the cost of the data. Some people shut down altogether. Assuring your employees and customers that their identities will remain confidential facilitates openness, honesty, and participation.

Secondly, we have developed a unique interview process comprised of brief, yet revealing, questions that our psychologists ask your employees and/or customers. Basically, respondents will reveal those issues they consider to be of greatest importance to company performance. Across the stratified, random sample many topics are discussed. Response time, generally 20 to 30 minutes, is minimized greatly compared to a focus group which may take one to two hours of each respondent’s time. Also, an unusually deep level of understanding of the issues is gained by our researchers. This enables us to customize your survey with questions that precisely mirror the perceived reality within your organization and/or customer base. Your survey will not fit like a “hand in glove.” With NBRI Interviews, your survey will fit like “skin.” This gives you an enormous amount of power to take precise, targeted action, saving huge sums of time and money.

How do you Conduct Interviews?

We usually conduct interviews by phone, saving money on airfare, hotels, and other costs normally associated with focus groups. If you prefer, we can also conduct interviews in person or online, but the richest information for the smallest investment is usually gained by using the telephone. The information is so rich, you may want to request an Executive Summary of the information obtained through the interviews. This will tell you everything that is going on except the location and magnitude of each issue.

Go to Next Step: Survey Questions.