Police methods in the supermarket: Cognitive interviews in market research
Ruthie Brandman and Christiane Schmitz-TrebeljahrBrandman Market Research, Israel and Séissmo-Markt und Forschung, Germany
Introduction
The Cognitive Interview (CI) is a qualitative interviewing technique derived from forensic police methods for eyewitness interrogations. Here we explain how this technique can add value to market research, generating insights on the detailed perception of a retail environment. To better illustrate the performance of this technique, we report the learnings from three CI shopper studies conducted in Germany by Séissmo and in Israel and the US by Brandman Research. Using the examples...