|
|
IIG also utilizes qualitative Intensive Interactive Interviews™ with selected major customers. These are one-on-one, in-depth dialogs with key industry decision-makers designed to maximize feedback about industry trends, buying decisions, and customer satisfaction with company, product and service performance.
Interviews are conducted by IIG senior staff members who use their marketing and strategic planning experience to focus the conversation on the priorities of a successful business. While these interviews follow a script, they are done in an "interactive format" which allows the interviewer to pursue interesting and important lines of questioning based on a respondent's thoughts and comments.
The addition of Intensive Interactive Interviews™ to a quantitative study allows more in-depth exploration into key areas, and may identify new or hidden issues not previously exposed in the offering memorandum.
Qualitative interviews without quantitative may be recommended when
1) a company has a limited customer base or 2) a small number of large customers account for the majority of a company's revenues or 3) the sponsor prefers that key customer calls are made by an objective
third party.
|
|
