Cognitive interviewing in market research

This study demonstrates how cognitive interviewing, a qualitative interviewing technique derived from the forensic police method for interviewing eye witnesses, can add value to market research. It provides insights into the perception of a retail environment. In order to better illustrate the performance of this technique, we present the results of a shopper study on the perception of major hypermarkets in Germany and Israel as conducted by Séissmo and Brandman Research.