Qualitative market research studies are often based on insights gained from conversations with customers, retailers or experts. This means the quality of each individual interview is of significant importance for how successful a study will be. In order to obtain ideal and reliable results, the conversation must be led in a professional manner and adapted to the interests, knowledge and socio-cultural background of the interlocutor. Moreover, psychological conversation techniques provide a wide range of useful methods.
In this seminar, you will learn the basics of psychological conversation techniques. We will show you in theory and practice how to subtly lead a conversation and thus increase the motivation of your interlocutor in order to obtain quality answers – but you will also learn how you respond appropriately to interruptions. You will be able to sharpen your awareness of targeted professional communication, and you will learn to communicate with colleagues and customers in your daily work with less conflict and more efficiency.
You will learn valuable conversation techniques, which you will be able to use not only in the field of market research, but also in your daily work.
- Preparing for an interview
- Principles of active listening
- Roles and responsibilities of an interviewer
- Micro strategies for conversations
- Balance between empathy and “professional distance”
- Questioning techniques
- Dealing with problems and interruptions
Employees of companies that conduct qualitative individual interviews or observe and assess such interviews
The seminars take place at the Spiegel Institut.
Individualised in-house seminars at your company:
In addition to events held at the Spiegel Institut, upon request we can also organise our seminars directly at your offices. In-house seminars are a good idea, for example, if you want to train your entire team. We would be happy to draw up an individualised seminar programme, tailored to your needs. We look forward to hearing from you!
1 day, 9:00 a.m. – approx. 5:00 p.m.