New knowledge equals new possibilities

Rostra Research conducts in-depth interviews when a more thorough and nuanced understanding of a subject is desired. In a focus group, it is the dynamics between the participants that can bring out new perspectives, while in the in-depth interview the focus is on gaining a very precise and detailed understanding of the interviewee's experiences, attitudes or priorities. The in-depth interview is also often used if the topic is very sensitive and not suitable for a conversation between many people. We also use the in-depth interview if the target group is difficult to assemble for a group interview – for example, if they are specialists or experts who have a very busy everyday life. From experience, 10-12 in-depth interviews with the same target group will produce results with a high degree of varied repetition. The method is therefore more time-consuming than a focus group interview, but it also enables the respondent to give thorough and nuanced answers, which ensures high quality.

Rostra Research conducts duo interviews in situations where two people have a degree of involvement in a problem. It may be a married couple, two friends, two siblings or colleagues. But it can also be other relations where it is crucial to know the views and behavior of both parties via the dynamics seen in a duo interview. The duo interview, like the in-depth interview, gives the opportunity to get nuanced answers. It gives the opportunity to follow up on the questions, but above all it must be used to reflect the relationship and the content and form of the conversation between the two participants. From experience, 4-5 in-depth interviews with the same profile of the participants will provide useful data material that can be used in a decision-making process.

Rostra Research conducts live perception focus group interviews in connection with companies’ and organizations’ media crises. A media crisis or a critical TV program can destroy a brand in a matter of hours if the company does not react appropriately. Also, if the management – without input from the company's primary target groups – decides on a response themselves. In that case, there is a tendency to neglect and suppress the crisis, or even accelerate it because they themselves are involved and do not assess the situation from the outside. The company's management is often aware that a critical TV program is coming. Rostra Research is therefore recruiting for one or more focus groups, who must watch the TV program live and assess the claims that are being made. The group participants can be customers, business partners, employees, members or others whose attitudes and behavior are essential for the company's operation. The participants are interviewed immediately before the broadcast. Afterwards, the participants watch the critical TV program. When the program is over, the participants are interviewed about their experience and interpretation of the program. In this way, the company's management gets an invaluable contribution from the most important target groups when it must be decided how the company should act with its internal and external communication. A concrete action plan is made immediately after the program, which presents the initiatives that must be initiated already that evening or the next morning.

Rostra helps you throughout the process of planning and completing the needed analysis. Together with you, we assess options and scenarios so that you get the greatest possible value out of the analysis. When the analysis has been completed, we give you recommendations on how you can use the results for your purpose.

There are situations where there is no connection between the target groups’ expressions in a survey and the behavior that the individuals display in practice. Therefore, it may be appropriate to observe their behavior in a given situation. We use observational studies in relation to e.g., purchasing behavior in the supermarket, children's play, people’s behavior in traffic or their behavior in social contexts. We always adapt the study design to the specific analysis, as there are often very special issues that need to be investigated. Observational studies are often combined with other methods to establish a complete picture of a target group's behavior and attitudes. The report on an observational study analyzes the behavior of the target groups and presents the study's main conclusions. The report is concrete and action-oriented and contains operational strategic recommendations that the client can use in practice.