Decision Pairs
This method is a variation on individual depth interviews in which two participants who know each other (e.g., husband and wife, mother and child), are interviewed jointly. This approach is typically used when the research objectives include understanding the purchase decision process or the dynamics between joint decision makers (e.g., spouses buying a home or a car, mother and child buying cereal or snacks).
When children or younger respondents are interviewed jointly, the method may be referred to as “friendship pairs.” In this case, having an interview partner makes younger participants more comfortable and open during the interview process.
On the other hand, with “conflict pairs” two respondents who do not know each other but have something in common (e.g., behaviors, habits or interests) are interviewed together. This enables the moderator to compare and contrast perceptions and opinions of consumers who may use different brands, for example.
Any type of decision pair interviews may take place in a traditional facility setting, or in the setting where the decision would naturally take place (e.g., at home, in a store). It is also possible to conduct these interviews via web cam. This method offers the benefits of:
- Enabling respondents to participate from the comfort of their own environment (e.g., home, office)
- Including respondents from a variety of geographic areas (including rural ones)
- The moderator and viewers being able to see respondents’ facial expressions while they are viewing a concept or ad
- Respondents being able to do a “show and tell” of an item from their home
- Allowing more flexibility in scheduling and rescheduling of interviews
- Not requiring any travel for respondents, viewers or moderator
