In-depth interview

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Interviews can be conducted both online and offline. To get your interviewee talking and get truthful data, do the following:

Introduce yourself, say a few words about yourself and your work - this is important for establishing personal contact with the interlocutor.
Let them know right away how long the interview will take , and try not to break the agreement.
Explain why the business needs this research - for example, it will help create a separate menu for vegetarians or vegans.
Ask if you can turn on the voice recorder and take notes in a notebook - you must get permission for this.
Warn your interlocutor that he or she may not answer some questions if they seem too personal.
Maintain a neutral position during the interview , do not try to netherlands telegram mobile phone number list sell anything. The main goal now is to learn the client's point of view and how he uses the services of the business.
Thank your interlocutor , for example, with a free dessert or a discount on their next visit.
Entrepreneurs often rush during interviews and make common mistakes. Here are some of them:

Going in unprepared and improvising on the fly is a good idea - you definitely need to think through a plan for the conversation.
But you shouldn't speak only from a script. Ideally, you need to maintain the intonation of a live conversation. And if you just voice prepared questions, you won't be able to do this.


Margarita Shevchenko

Marketer at YURA restaurant

Another thing an interview may not do is follow a script. Let's say a guest starts talking about another restaurant that he likes better. He can even give advice, for example, suggesting to add the same cocktail as that place to the menu.

It is important not to fall for this hook - do not forget that the client is not an expert. Ask a couple of additional questions to find out what caused his opinion.

If you incorrectly define the goal of the survey at the start , you will end up with results that will not help create quality service in the café.
Ask the respondent directly about their problem. The essence of a deep interview is to find a solution to the problem without revealing it to the client. If you tell him that the business currently has few customers, he will most likely want to help and start advising something.
But this is not the value of the survey. On the contrary, it is not abstract recommendations from the respondent that are important, but his real customer experience: which restaurants he goes to and what he specifically likes about them. And hypothetical thoughts and advice will not help the matter.