Our experienced staff will provide you with full support and propose the best research plan.
Features of Interview Techniques and How to Use Them
Home Visit (HV)
An interview conducted by visiting the subject's home. By observing non-verbal cues unique to the home environment, this method provides a realistic picture of the subject's actual living conditions.
- To understand behavior in conventional living spaces such as the kitchen, living room, dressing room, etc.
- When you want to understand the subject's values in life, including aspects that are difficult to verbalize
- When you want to interview not only the subject but also their family members at the same time
Depth Interview (IDI)
A one-on-one interview. This method allows researchers to focus on one individual and explore a particular topic in depth.
- When you want to delve into an individual's opinions and uncover needs and desires they may not be consciously aware of
- When you want to clarify complex decision-making processes involving multiple factors
- When discussing topics that might be uncomfortable to talk about in public, such as finances or sensitive information
- When you want to obtain honest opinions on topics that may be influenced by social norms or preconceptions
Group Interview (FGI)
An interview conducted in a group discussion format. This method leverages group dynamics to elicit a variety of ideas and opinions.
- When you want to gather ideas from multiple perspectives
- When the target segment shares common characteristics such as gender, age, or interests
- When you want to identify shared elements across target segments
Ethnography
Originally used in academic disciplines like cultural anthropology, this research technique is based on behavioral observation and has proven effective in marketing.
- When you want to uncover unconscious latent needs, rather than only those expressed in words
- When you want to observe actual daily behavior and conditions
- Observation in a realistic environment
- By directly observing the subject’s living environment and daily activities, more accurate and detailed data can be collected.
- Improved reliability of responses
- Being in their own homes helps subjects feel comfortable, which can lead to more honest and specific responses.
Disadvantages
- Privacy concerns
- Some subjects may feel uneasy about hosting researchers in their homes, potentially leading to lower participation rates.
Features of Cross Marketing's Home Visit (HV)
Selection of the best target audience through various recruiting methods
In addition to web-based and on-the-spot (Referral) recruiting from our panel of over 10 million respondents—the largest in Japan—we can also recruit influencers and experts for special themes and requests.
Annual number of actual recruits: approx. 40,000 (based on 2019 data)
Click here for basic information on panel attributes, headcount ratios, etc.
Experienced researcher-moderators in charge
Our qualitative research specialists design and conduct interviews based on deep experience and proven techniques to uncover latent needs. Both in-house moderators and those from partner companies are available depending on the topic.
Solid track record
We conduct more than 1,300 group interviews and over 360 CLTs annually. The number of group interviews continues to grow steadily, including both online and offline formats.
- Daily Necessities: Behavioral observation survey on frying pan usage
- Beauty: Lifestyle behavior observation survey targeting specific segments
- Overseas: Three-country survey on home equipment (Vietnam, Indonesia, Jakarta)
Numerous other activities such as
Note: Schedule may vary depending on the survey content, conditions, and specific requests. Please contact our sales representative for details.
Deliverables
Basic
Video recordings of interviews
Transcripts (written records of moderator and participant conversations)
Report (analysis of interview content and key insights)
Optional
Debriefing session
Our experienced staff will provide you with full support and propose the best research plan.