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  • 00:00


  • 00:14

    JILL MOSTELLER: I'm Jill Mosteller.I'm an Associate Professor of Marketing.And my research interests concern two different domains,one in relation to consumers and companion animalsand the other area is online consumer behavior.

  • 00:35

    JILL MOSTELLER [continued]: Depth interviews is a type of qualitative research.And it was actually the beginning for mein my research area.My first paper that I published in the Journal of BusinessResearch focused on using depth interviewsand really trying to better understand consumersin relation to companion animals and so oneof the first things that we think aboutis what is the best approach to uncover the insights that youseek.

  • 01:05

    JILL MOSTELLER [continued]: And so at the time, when I was working in this area,it was a relatively under explored area.So there wasn't a lot of existing literaturethat talked about why do Americans, as an example,spend over $60 billion of money each and every yearspecifically related to their pets.And so this was an under researched area.

  • 01:26

    JILL MOSTELLER [continued]: So sometimes and when that's the case, qualitative researchor qualitative research approachesare a good way to get started.What I did is I reached out to peoplethat I knew who were highly involvedin this particular context and asked them if I could justmeet with them to better understandtheir evolution in terms of how theygot to this particular point.

  • 01:52

    JILL MOSTELLER [continued]: And one of the things that I reallyappreciate about doing depth interviews is you go into it--and while you may have some ideas about whatmay be the underlying mechanisms or driversof their particular behavior, you reallyhave to go into it with an open mindand really just sit back and listen to them.

  • 02:13

    JILL MOSTELLER [continued]: And by doing that, I think what I discovered for myselfis that I was really able to connect with people, because Iwas really innately curious about reallywhat made them tick--their stories, their experiences.And from that, they were willing to share their experienceswith me in a very open and candid manner.

  • 02:38

    JILL MOSTELLER [continued]: And I found that through that exchange,that discovery was really eye openingin a lot of interesting ways.The type of research questions would be around,you want to better understand.You want to better understand relationships and notnecessarily not determine whether or not some factor iscausing something.

  • 03:11

    JILL MOSTELLER [continued]: So you really want to go into it in a very open minded wayand to enhance a general understanding.And then over a series of different interviewswith different people, then what tends to happenis all of a sudden certain common themes start to emerge.So some people will say, you know,it in this particular case, oh well, their childhoodexperiences.

  • 03:35

    JILL MOSTELLER [continued]: Many of them had pets as children.There was a presence of animals earlier in life.So you see that one particular theme.And then you start teasing it out,and you start interviewing people who are very different.So if you've tended to find that most of your peopleare a certain age, certain socioeconomic background,et cetera, then you start testing itand teasing it out by saying, OK, welllet me interview people who were differenton these different dimensions.

  • 04:03

    JILL MOSTELLER [continued]: And if these same themes start to emerge,then you can actually start building theory.So qualitative research is really good for that.And if you really want to have grounded theory building, usingqualitative and depth interviews is one particular typeof research approach that may be helpful.

  • 04:28

    JILL MOSTELLER [continued]: Usually this is the sometimes the not so fun part,but you've got to transcribe those interviewsand literally read through and reread through them.So it is, I will say, while it can be very rewarding,it's a very laborious and time consuming process.There's trade-offs, right.

  • 04:49

    JILL MOSTELLER [continued]: So if you're doing quant guant, you basically alreadyhave predetermined ideas.You're testing those predetermined ideas.You measure it, you know, and you run the analysis--the statistical analysis.And you say, well, was it supported or was it not.Qualitative is kind of like the reverse.You kind of go into it open minded and then youkeep collecting data until you reach the saturationpoint where no new information is really coming forward.

  • 05:16

    JILL MOSTELLER [continued]: Then you say, OK, now I can stop.So it's kind of open ended versus being close ended.So the process is one that continually evolves.So one of the things that came forward is that the deeperthe involvement people--the bigger the emotional attachment that was involved,that tend to be positively equatedto their financial spend.

  • 05:50

    JILL MOSTELLER [continued]: So the higher the involvement, the higher the financial spend.And that was something that was an insight thatjust kind of emerged from it.So from a business perspective, businessesmay want to say, well, how do I encourage higher involvementwith their pets, because then therefore they'regoing to be willing to spend more on their pets.

  • 06:12

    JILL MOSTELLER [continued]: But I going into it didn't necessarily have that idea.But it tended to emerge depending upon the discussions.The other thing that's interesting about qualitativeresearch or doing depth interviewsis when you start getting into it-- like the personthat I just interviewed, potentially what they sharedand there's like this nemesis or this idea that comes forward,then I'm going to potentially take notes of it.

  • 06:38

    JILL MOSTELLER [continued]: And based upon the information that came forwardin my previous interviews, I'm alsogoing to take that information and startto incorporate it or maybe test someof those ideas with the subsequent interviewsthat I engage in.So it's a continually evolving, iterative process.That we're constantly kind of going back, lookingat the existing insights, the former insightsthat people shared with us, and then how do you kind oftake that forward and integrate that into the interviewsthat you have going forward.

  • 07:20

    JILL MOSTELLER [continued]: That earlier life child experiences definitelyhad an influence in terms of on that evolutionand that involvement.And that the two key themes that really evolved was peopleidentified and saw themselves as a caretaker--a caretaker in relation to animals--and then also, in some cases, being a rescuer, like savinganimals from distress.

  • 07:48

    JILL MOSTELLER [continued]: So rescuer and caretaker were two emergent themesthat seemed to resonate with everyone that Ihad interviewed.I would definitely look in to finding a good recordingdevice that's going to record your interviews,because what we remember even five minutes ago is notvery good.

  • 08:15

    JILL MOSTELLER [continued]: Especially with information technology today,if you can find a good transcription service that canactually take the voice and at least create an initial roughdraft and convert that into text--you may have to go back and edit that--that will be a huge time-saving tool to have.

Video Info

Publisher: SAGE Publications Ltd.

Publication Year: 2020

Video Type:Tutorial

Methods: In-depth interviews, Research design, Marketing research

Keywords: childhood; communication skills; consumer behavior; depth interviews; listening skills; marketing research; open-ended study; pets; qualitative data analysis; qualitative data collection; qualitative research; qualitative research methods; thematic analysis; transcription ... Show More

Segment Info

Segment Num.: 1

Persons Discussed:

Events Discussed:



Jill Mosteller, PhD, Associate Professor of Marketing at the University of Tampa, discusses the depth interview approach used for her research on consumers and their companion animals.

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An Introduction to Depth Interviews for Consumer Behavior

Jill Mosteller, PhD, Associate Professor of Marketing at the University of Tampa, discusses the depth interview approach used for her research on consumers and their companion animals.

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