In-depth interviews

A team of experienced recruiters and interviewers is responsible for organizing and conducting qualitative research. Rating Group can also develop a guide for interviewers, which will include topics and questions for discussion.

The optimal duration is 25 minutes.

The interview can be:

• structured (specific questions in strict order, more specific answers are expected);
  

• semi-structured (there is a questionnaire with questions and a list of topics, but some flexibility is possible, minimal change in the order of questions depending on the course of the conversation, etc.) — the most common method;

• open (the interviewer asks the respondent the most general questions on the topic or asks them to talk about some experience in general, listens to the story, and clarifies something during the conversation if necessary).

In-depth interviews are conducted online or offline. The online format for conducting in-depth interviews is particularly useful in the context of a full-scale invasion and, in general, when it is necessary to interview respondents:

• from hard-to-reach regions;
  

• abroad;

• who are simultaneously located in different regions of Ukraine.

Respondents can be selected according to the client's selection criteria. Also, if a quantitative stage of research (survey) is conducted prior to in-depth interviews, respondents for in-depth interviews can be selected from among the respondents of the quantitative stage.

Before conducting in-depth interviews, interviewers undergo thorough training. Rating Group analysts review the recordings of pilot interviews and, if necessary, make adjustments to the interviewer's instructions and provide practical recommendations.

To validate respondents' answers, an additional screening survey may be used before, during, or at the end of the interview. In addition, interviewers may use techniques such as control questions, clarifications to respondents, etc.

Supervisors and the team of analysts are instructed on quality control for conducting interviews and preparing transcripts. While reviewing video recordings and listening to audio recordings of interviews, supervisors and the team of analysts can identify aspects that require potential improvement or attention from the Rating Group and/or moderators. The Rating Group team also pays attention to the quality of the preparation of transcripts of recordings.

Rating Group complies with all national laws and regulations regarding confidentiality and GDPR. All data collection, storage, and processing activities will be carried out in strict accordance with GDPR regulations. The company's activities fully comply with all industry standards set by CASRO and the ICC/ESOMAR Code.