Cognitive Interviewing – What Qualitative Researchers Can Learn From Police Investigating Techniques
Anjali Puri The Nielsen Company, India
WHAT IS COGNITIVE INTERVIEWING?
Cognitive Interviewing is a memory-reconstruction technique that helps generate more powerful, vivid and textured narratives of consumer experiences with brands and categories. It helps us get past conscious memory, to access the fleeting, 'trivial' and forgotten or omitted details which either registered subliminally or may be too distant or too unimportant for respondents to remember, but are vital for piecing together our understanding of what was going on.
Widely used as a police interrogation technique,Cognitive...