Consumer interviews in Thailand

Understand the experience behind a consumer decision

Consumer interviews give people space to describe a product, service or buying decision in their own words. They are useful when your team needs to understand how a problem arises, what people expect and what happens when the experience falls short.

Explore the full experience

Look at what happens before, during and after use. An interview can follow the details of an individual experience, including the points a respondent considers important but that may not yet appear in the research brief. One-to-one conversations are especially relevant when the subject is personal, sensitive or shaped by a particular context.

Listen for language and meaning

The terms used in a brand or agency brief are not necessarily the words consumers use themselves. Listening closely to how people describe a need, frustration or expectation helps the team understand the meaning behind a response, rather than fitting it too quickly into a familiar category.

Investigate barriers to action

Interest does not always become a purchase or continued use. Interviews can explore the concerns, expectations and practical experiences behind that gap. The aim is to understand the respondent’s explanation, not to persuade them to choose the product.

From the brief to the debrief

First clarify the decision the research needs to support. Then prepare the guide, follow-up questions and respondent requirements. During the interview, use neutral questions and follow relevant details. Afterwards, bring together themes and implications, including questions that remain unresolved.

Share what you want to understand about your consumers and which experience or decision you need to explore. The interview approach can then be discussed around that objective, even if the sample and guide are not yet final.

Discuss your study