qualitative methodologies

In-depth interviews allow for a detailed examination of key operational and strategic issues with respondents who would not normally participate in groups. Face-to-face interviewing also allows interviewers to build rapport with the respondent enabling them to comfortably probe on the issues of most relevance and importance.

The Forethought behavioural science team includes an exceptional interviewing field force, with all senior interviewers post-graduate qualified to at least Masters Level. They are experts in building rapport, questioning, identifying underlying themes in communication, and understanding non-verbal cues. This ensures that a high level of rapport between interviewer and interviewee is developed, allowing for deep insights into motivations, beliefs and attitudes.