Abstract:

The Cognitive Interview is a qualitative interviewing technique derived from forensic police methods for eyewitness interrogations. Our presentation explains 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 present the learnings from different CI shopper studies conducted in Germany by Séissmo and in Israel by Brandman Research. Using the example of Müllermilch, we show how to uncover the motivators for impulse purchases with the help of the Cognitive Interview. We also applied the technique to unravel priming effects in the shopping of soft drinks in Israel and to understand the buying decision process of baby's gear among first time mothers in the USA.