Structured Interview & Analysis

A. Select a consumer who can give you insights on the following issue.
 How have your leisure pursuits and hobbies been affected by the pandemic?

B. Using the structured interview guide for the issue selected, have a conversation
with the interviewee to learn more about the person’s thoughts, feelings, and actions
as well as the contextual factors that surrounded their decisions. Answers to the
qualitative questions are most likely to generate insights, so be sure to probe with
follow-up questions to understand the nuances of the person’s experience. The
interview should last 20-30 minutes.

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C. Submit a brief (no more than two single-spaced pages) that addresses the
following:
 Reflection on preparation: Before you do the interview, read the interview
guide thoroughly. Briefly express what question(s) you are most interested in
asking and explain why. (1 point)
 Profile the source: Describe the interviewee to give a better sense of the
person. You may include demographic information, activities and interests, for
example. However, DO NOT identify the person by name. You may invent a
pseudonym (a fake name, like Clark Kent or Sheldon J. Plankton). (1 point)
 Report key findings: Summarize the main findings and insights generated by
the interview. Don’t just restate the specific ideas, also add your interpretations
of the “big picture” of how the ideas fit together. Do NOT include a transcript
of your interview. (3 points)
 Research insights: What was the “most valuable insight” you learned? Did you
discover anything that went beyond your pre-existing beliefs or knowledge? (2
points)
 Implications for industry: Given what you learned, are there any implications
for the marketing mix (4Ps) for companies in that industry? (2 points)
 Post-interview reflections: In hindsight, is there a question you wished you
had asked? What might you do differently going forward (if you were
conducting more interviews)? (1 point)

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