MRIS: DEPTH INTERVIEW

To prof. Supriya madam,By…Harshit patelPriyanka shahSumit thakkar

An unstructured, direct personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivation, beliefs, attitudes and feelings on topic.

DEPTH INTERVIEW

A technique for conducting depth interview in which a line of questioning proceeds from product characteristics to user characteristics

LADDERING

A type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.

HIDDEN ISSUE QUESTIONING

A technique for depth inteview in which symbolic meaning of object is analysed by comparing them with their opposites.

SYMBOLIC ANALYSIS

We own a cosmetic company and want to penetrate the student female market

For that, we conducted a depth interview with 5 female students to know about their attitude towards purchase and usage about cosmetics

Name of 5 female students we have taken

Pankti shukla

Ishani ckoksi

Priyanka thakkar

Lovely savlani

Milan sharma

TASK TO PERFORM

INTRODUCTION:

I want to thank you for giving me your valuable time. My name is ____________ and I would like to talk to you about cosmetics.

Purpose: We are taking this interview to find attitude, purchase and usage of female towards cosmetics to penetrate the female market.

Duration: 15 minutes

Confidentiality: All responses will be kept confidential. Your responses are shared only with our research team. You may quit the interview at any time.

Are you willing to participate in this interview?

Name of Interviewee: ___________________________

Signature of interviewee: ________________________

Date: ____________

INTERVIEW GUIDE

QUESTIONS

1) Do you use cosmetics?

2) Do you use cosmetics for eyes, lips and face?

3) Do you use it regularly/ occasionally?

4) Which brand do you prefer for these cosmetics? Why?

5) From where do you usually buy these cosmetics?

6) What do look in the product when you buy it?

7) Do your family members (i.e. sisters) use same products of cosmetics

which you use?

INTERVIEW GUIDE ( CONT)

8) Do you change your cosmetic products that you use or stick to one cosmetic?

9) Which feature/ attribute must be there in your cosmetic so that you use it?

10) Does price of cosmetic products affect your purchase decision?

11) Tell me about your usage pattern? (i.e. frequency and time of usage)

12) Do you use non-cosmetic products ( ayurvedic ) ? if yes, which product?

13) Which benefit you are still not getting with existing type of cosmetics?

INTERVIEW GUIDE ( CONT)

CLOSING:

Do you want to add anything? Thank you for giving interview.

 

INTERVIEW GUIDE ( CONT)

RESPONSE

1) Do you use cosmetics?

Ans: Yes

RESPONSE

2) Which cosmetics you use for eyes, lips and face?

1.Kajal, gloss, shadow2.Kajal, foundation , lip balm ,lip gloss3.Kajal, gloss, liner4.Kajal, cleanser, lip gloss, foundation, compact, eyeshadows, lipstick5.Kajal, cream, lotion, eyeliner, mascara, eye shadow, lip gloss, lip stick, compact.

Conclusion : For eye female use Kajal . Lip gloss in commonly used by students at this age. And for face foundation is accepted

RESPONSE

3) Do you use it regularly/ occasionally?

1.Regularly2.Occasionally3.regularly- Kajal & Lip balm Occasionally-Foundation & Lip gloss4.Regulary5. Regularly- Kajal, Cleanser, Lip gloss Occasionally- Foundation, compact, eye shadow, lipstick

Conclusion: Female use most of cosmetics like kajal regularly, while foundation, eye shadow & compact occasionally during parties or festivals

RESPONSE

4) Which brand do you prefer for these cosmetics? Why?

1.Lakme, maybelline (brand name & quality)2. maybelline, oriflamme (brand name & suit the skin)3.kajal- Maybelline, chamber Foundation-revlon, liquid, Lip balm-depends ( no brand ) Lip gloss- depends ( no brand )4.kajal- Revlon (long lasting & no side effects & it doesn’t spreads) Lip gloss-chalstick Eye lier- lakme ( easy to apply, liquid effect + perfection) Mascara-lakme/ oriflamme Compact-maybelline ( white tone ) Lipstick –Revlon( shade & long lasting)5.Lakme ( because my mother using lakme for many years) Oriflamme(because one of my friend was a member)

Conclusion: Most preferred brands- Lakme, Maybelline, Oriflamme,Long lasting and brand name were two important attributes that were main reasons for students to buy cosmetics

RESPONSE

5) From where do you usually buy these cosmetics?

1.Retail stores and online buying.2.Oriflame-agentsMaybelline- online3. Retailers4.Moonlight- Retail Store.5.Pantaloons ( to avail green cards ) My-lly

Conclusion: Students mostly buy from near by retailers and also online

RESPONSE

6) What do look in the product when you buy it?

1.Kajal- dark, snug tree, chemical free ( Packaging attracts me)2.Variety in terms of shades available, quality, something different new in market3.Stay long & easy to apply4. Brand & Quality5.Packaging, contents, smell, shape, quantity, price

Conclusion: Packaging and quality are considered while buying a particular product.

RESPONSE

7) Do your family members (i.e. sisters) use same products of cosmetics which you use?

1.Yes ( mom)2.No3.No4.Yes5.No

Conclusion: Family members usually not prefer same product.Female students are independent buyers.

RESPONSE

8) Do you change your cosmetic products that you use or stick to one cosmetic?

1.No2.No ( brand loyal- oriflamme)3.It depends, but in kajal –no4.No ( brand loayal)5.No ( brand loayal)

Conclusion: Most of the respondents are brand loyal & do not shift to other products

RESPONSE

9) Which feature/ attribute must be there in your cosmetic so that you use it?

1.Quality, brand, packaging2.Quality, different shadows3.Quality ( lipbalm stay long & spread on lips)4.Long lasting, less chemicals5.Long lasting, smell good

Conclusion: Quality, Brand name , Long lasting effect, must be there in cosmetic.

RESPONSE

10) Does price of cosmetic products affect your purchase decision?

1.Kajal-should be Less expensive(50-100) my Kajal cost me 150-350 Lipbalm-25-50 Foundation-100-150 Lipgloss-25-502.Yes …max payable price-500-7503.150-3004.Yes5.No

Conclusion: Price of the product affect their purchase decision

RESPONSE

11) Tell me about your usage pattern? (i.e. frequency and time of usage)

1.Every morning kajal &gloss,whenever I go out 2.daily kajal-every 7-8 hours3.twice a day4.Daily in morning5.Every morning

Conclusion: Every female use certain cosmetics daily i.e.kajal, gloss.Rest products are used occasionally when there are outings. They are used twice in a month average.

RESPONSE

12) Do you use non-cosmetic products ( ayurvedic ) ? if yes, which product?

1.no2.no3.yes- vicco turmeric4.not ayurvedic but medicated products5.no

Conclusion: Most of female not prefer ayurvedic products

RESPONSE

13) Which benefit you are still not getting with existing type of cosmetics?

1.Less choices in good brand2.Long lasting effect3.Compact & blush one do exist but can not apply regularly on sensitive skin.4.I want a body cream which smells very good & smell should be long lasting. Products for sensitive skin not available in variety.

Conclusion: More varieties are not available in good brandsAlso product with long lasting effect & body cream with good smell required

•From the in-depth interview conducted by us we would consult the cosmetic company to concentrate more on eye make up as it is regularly used by the students.

• Female students are more concern for pricing of their products they want quality and brand in reasonable price (EG : Mayblline Kajal).

•They should make their distribution channel strong and introducing new product for sensitive skin would help them to attract more customers.

•Make their packaging attractive and easily applicable.

CONCLUSION

THANK YOU