Decision protocol interview

This is a one to one interview conducted at the time of decision making and/or actual purchase. It is a combination of observation and (usually, but not always) in store interviews. Respondents are asked to verbalise their decision making process, with the interviewer prompting the buyer.

Kelly's repertory grid

The Repertory Grid is little used these days, except with advertising agencies. It was used originally for the study of psychopathic behaviour! and is more of a test than an interview. We have a set of perceptions which constrains the way in which we view things. This technique finds what these constructs ( or dimensions) are. Construct identification is important when developing brand image. Cards containing products or brands are presented to respondents who remove any with which they are unfamiliar. The remainder are presented in sets of 3 and the respondent is asked to state in which way two are alike and different from the third. The results are put in a grid - up to 50 sheets will be analysed.

Physiological measures

There are a number of these measures, but because they require specialist equipment and the expertise to understand the methods they are not widely used.