A Market Participant Interview is a strategic method to gather in-depth opinions and insights from individuals who are actively involved in buying, selling, or renting a product. These interviews typically focus on a smaller, more knowledgeable group than a random sample or a general survey.
Qualitative research involves investigating the quality, type, or components of a group, substance, or mixture. It is utilized in advertising audience research to determine the quality of audience responses to advertising content, often using in-depth and focus group interviews to gain insights.
