Interviews with individual consumers provide deep insight into their personal experiences, needs and decision-making processes. Unlike surveys, they allow us to capture spontaneous reactions and personal stories, ask follow-up questions and thus gain a nuanced picture of the consumer’s perspective – something that quantitative methods alone cannot provide.

We advise our clients on selecting the most appropriate interview format. For example, in-depth interviews are well-suited to exploring attitudes, motivations and unconscious decision-making processes. Narrative interviews give consumers the space to describe their experiences in their own words, thereby enabling an understanding of complex interrelationships. Problem-centred interviews focus on specific challenges and are particularly well-suited to getting to the heart of socially relevant issues. Interviews conducted along the customer journey systematically examine all touchpoints between consumers and a product or service. User experience interviews, supplemented by think-aloud methods, reveal experiences and areas for improvement in digital offerings. We then develop tailor-made guidelines, recruit the relevant target groups and conduct the interviews, drawing on our wealth of experience in qualitative research. At our clients’ request, we also carry out automated telephone surveys using AI as the interviewer. We advise our clients transparently on the possibilities and limitations of this method, as well as on the relevant data protection requirements. We systematically analyse the results and derive targeted recommendations for action.