In-depth psychological interview / group discussion
High psychological in-depth interviews/group discussions are extremely interesting and informative “Brand-Psycho-Analysis”. Scientifically educated market and media researchers create a supportive atmosphere to motivate the custumers to express their impression about products and media images in a free way without using rationality or logic.
The length (about two hours) of the interviews or group discussions and the multiplicity of interview techniques allows the interviewing psychologist to scrutinise the utterances, spontaneous ideas and opinions of the custumer. He can receive the phenomena that are not easy to verbalise, that seem to be inconsistent, unknowing and also embarrassing.
With this openess and scientific professionalism, it’s possible to go beyond the specious rationalisation or feigned interest, which allows you to indicate the effective motive structures of the consumer related to the product and the brand image.
