From the course: Market Research: Qualitative (2021)

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Establishing rapport

Establishing rapport

From the course: Market Research: Qualitative (2021)

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Establishing rapport

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- The first two to three minutes is the most significant moment in any interview. As a qualitative researcher, it is your job in an in-depth interview to make the participant feel comfortable in confiding in you. Make this moment count with these three guiding principles. First, smile and say hi. You would not believe how many researchers forget a basic greeting. They launch into their orientation script or they tell the participant why they're there, or about their company. This initial moment is not about you, the researcher. It is all about the participant, and making them feel comfortable enough to open up. Second, get them talking about themselves. For the first few minutes, forget why you're there. Don't even mention the study or your brand. Invest that time in establishing a relationship. Make them feel seen and heard. Be genuinely curious about what they're talking about. Ask lots of questions, even if it's a…

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