Rigney and Associates has extensive experience in the design and execution
of both qualitative research (exploratory, unstructured methodologies
such as focused group and in-depth interviews) and quantitative research
(predictive, structured methodologies like telephone or Internet interviews).
focused
group interviews (click
here for why we call them 'focused' group interviews)
 standard interviews
Example: We tested several high-tech telephony devices among Cal and
Stanford students and explored their anticipated usage of the devices.
field trip-interviews
Example: We interviewed commuters for a short time, then toured them
through a nearby BART station; then returned to the research facility
to complete the interview.
convene/reconvene
interviews
Example: We presented homemakers with several different positionings
for a meat additive product; sent them home to prepare and serve the
product; then reconvened them to explore their reactions to the product.
in-depth (one-on-one) interviews
Example: We used one-on-one interviews to explore the reactions of African-American
respondents to a series of television commercials that used African-American
models in situations that might have been perceived as stereotyping.
self-administered interview methodologies
mail surveys
example: We used mailed questionnaires to survey the senior sales executives
of America’s twenty largest food companies to prepare a comparison
of the costs of managing sales departments.
AVR interviews
example: We used Automated Voice Response interviews to measure customer
satisfaction among tens of thousands of Safeway shoppers.
Internet interviews
example: Using web-based questionnaires, we asked students registered
in Golden Gate University’s CyberCampus to compare cybercourses
with classroom courses.
interviewer-administered face-to-face interview methodologies
mall intercept interviews
(shopping center interviews)
example: Because we needed to show visual stimulus materials to respondents,
we tested uniform designs for Red Lobster Restaurants waitstaff in a
number of malls.
central location interviews
(CLT interviews)
example: We conducted taste tests of coffee-flavoring additives for
Kraft Foods in facilities equipped with industrial kitchens.
door-to-door personal
interviews (in-home interviews)
example: We interviewed heads-of-household in the trading areas of 30
Red Lobster Restaurants and asked about all of their away-from-home
eating behaviors. [Note: Door-to-door interviews are rarely used today,
and are almost prohibitively expensive. We recommend them only when
no other methodology is possible.]
on-site personal interviews
example: We interviewed passengers on board Continental Airlines flights
about their acceptance of at-seat FAX devices.
exit interviews
example: We intercepted guests as they left Denny’s Restaurants
and interviewed them about their dining experiences.
executive interviews
example: We hired executive interviewers (consultants from Towers-Perrin)
to go to bank CEO’s offices to interview them for a customer satisfaction
study for Visa International.
laboratory interviews
example: We conducted sensory discrimination tests of blackened redfish
preparations in the Sensory Evaluation Laboratory at Texas A&M.
[Note: Laboratory taste tests are a hybrid of self-administered and
administered methodologies. While an interviewer presents stimulus material
and paces the interview, the respondent never sees the interviewer and
responds to printed (rather than spoken) questions.]
interviewer-administered telephone interview methodologies
standard telephone
interviews
example: We used standard telephone interviews to learn how San Franciscans
perceived MUNI
CATI (Computer-Assisted
Telephone Interviews) interviews
example: We are currently conducting a census of bank customers of a
wholesale bank inquiring about their real estate loan portfolios.
AVR (Automated Voice
Response) Interviews
(See AVR under Self-administered methodologies, above)
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