Biotic interviews are divided into two phases: first, the interviewee is placed into a user situation (e.g. surfing the web looking for a certain product he/she is supposed to buy), being observed by a psychologically trained interviewer who does not intervene in this process. Using the method of thinking aloud and, if necessary, stimulated by non-directive questions, the test person describes what he/she is currently doing, thinking, and experiencing in this situation. This phase is followed by an in-depth interview in which the interviewer seizes the respondents behaviour and experiences of the first phase in detail and obtains additional background information.

BENEFITS

	Biotic interviews take place in immediate user situations and are characterised by their close proximity to real experience and behaviour. Thus, the various opportunities, limits and effects of products and media offers can be ascertained.
	Biotic interviews provide diverse and vital information on user styles, user motivations and initially unconscious means of evaluation.
	Biotic interviews can determine the emotional incentive value of media offers as well as possible emotional barriers.
	In the web-area, biotic interviews are an optimal complement for understanding process-related log file analyses and facilitate the recognition of critical points in the using process.

POSSIBLE OBJECTIVES

Biotic interviews are generally suitable for all objectives related to product and usage research. We particularly employ biotic interviews in qualitative online market research as well as in qualitative media research.

BIOTIC INTERVIEWS IN ONLINE MARKET RESEARCH

	Evaluation of new internet offers, e.g. in the framework of usability tests.
	Evaluation of your existing websites with regard to attractiveness, functionality, information and communication offers, etc., as well as in comparison to competing suppliers.
	Answering basic questions on internet behaviour, like e.g.: "Which strategies do customers use when looking for particular offers or utilising them?"

BIOTIC INTERVIEWS IN MEDIA AND CONSUMER GOODS RESEARCH

	Media motivation and effectiveness research (e.g. consumption-analysis of magazines or television).
	Identification of usage interrelations and the usability of technical or other consumer goods (e. g. the use of various mobile phone functionalities).

PROCEDURE

	Identification of the problem and the research objectives in coordination with our client. Compilation of a pre-structured observation form and interview guidelines that can be adjusted to necessary alterations in the course of the survey ("learning guidelines").
	Recruitment of the test persons according to previously agreed sample criteria. YouGov works with an internal panel in the case of an on-site recruitment; when conducting external interviews we work together with established regional recruiting offices and test studios.
	The YouGov online panel also lends itself to biotic interviews: e.g. when recruiting users of specific online offers.
	All interviews are conducted by experienced, psychologically trained interviewers (certified psychologists in general).
	Audio recording and, if requested, video recording of the interviews in the test studio. In consideration of legal data protection regulations, our client is permitted insight into the recordings.
	Compilation of interview protocols (interpretative summaries), thorough analysis and evaluation.
	The results are summarised in a chart report and presented to our client.
	Optional consultation on implementation and optimisation of the research products / offers.