Live interviews involve person-to-person interactions that explore qualitative questions that require prompting and clarification around a respondent’s answer. This a rich source of information because the interviewer can discover elements about the respondent’s motivations in their behavior. They should take into consideration the same design concerns that any market research interaction deserves, such as a clear and understandable goal should be obvious, short number of questions, logical stream of consciousness, clarity, easily understood, and fits well in the flow and the understanding of what the interview is trying to achieve.
