Individual interviews are one of the methods of qualitative marketing research, which consists in a personal conversation with a representative of the target audience. The purpose of such research is to gain a deep understanding of the motives, needs, perceptions, attitudes and emotions of the respondent in relation to the product, company, event or person.

Advantages and disadvantages of individual interviews as a service
Individual interviews have a number of advantages over other qualitative research methods such as focus groups or observation:
- Ability to ask deeper and more detailed questions
- Ability to adapt to the individual characteristics of the respondent
- The ability to create a trusting atmosphere and establish emotional contact
- Ability to identify hidden or unconscious aspects of the behavior and opinions of the respondent
- Ability to use various stimulation techniques (e.g. projective tests, association maps, collages, etc.)
However, individual interviews also have some disadvantages:
- High cost and laboriousness of carrying out and analysis
- Low representativeness of the sample and the difficulty of generalizing the results
- Possible impact of interviewer or respondent subjectivity on data quality
- Possible inaccuracy of the respondent’s answers due to social desirability or the inability to articulate their thoughts
How to conduct individual interviews
To conduct individual interviews, several steps must be followed:
- Determine the purpose and objectives of the study. At this stage, you need to clearly articulate what exactly you want to know from the respondents and how this will help solve the marketing problem.
- Plan and script the interview. At this stage, you need to determine the number, criteria and methods for selecting respondents, as well as prepare a list of questions for the conversation. Questions should be open-ended, do not contain hints or assessments, correspond to the purpose and objectives of the study.
- Conduct an interview. At this stage, you need to find suitable respondents and agree on a time and place to meet. The interview can be conducted both in person and remotely (for example, by phone or online). The interviewer should be polite, friendly, interested, unobtrusive and ready for any situation. The duration of the interview is usually 40 to 60 minutes.
- Record and analyze results. At this stage, you need to record or transcribe the interview, highlight the key statements of the respondents, group them by topic or category, identify common trends and insights.
Conclusion
Individual interviews in Tajikistan (Dushanbe) are a useful method for gaining a deep understanding of the target audience in marketing. With the help of an interview, it is possible to identify the needs, motives, perceptions, attitudes and emotions of respondents in relation to a product, company, event or person.
To conduct individual interviews, it is necessary to determine the purpose and objectives of the study, plan and script the interview, conduct interviews with suitable respondents, and record and analyze the results.
Individual interviews have their advantages and disadvantages. They provide deeper and more detailed answers, but require more time, money and effort to conduct and analyze.