The researcher’s key to the executive suite is hanging in the spot where it has always been.  Our entry into the consumer and other B2B worlds may have strayed towards mobile and online methods – bulletin boards, surveys, communities, and social-media lurking – but successful research with the corporate executive still lies in the warm, personal connections we make in the face-to-face mode. We can try to defend other approaches as more efficient (in time and cost), innovative, and sexy, but the reality is that nothing reaps the richness of a person (the professional interviewer) sitting with another person (the executive interviewee) for the sole purpose of exploring topic-specific attitudes and behavior.

If success is measured by the depth of input and insight then there are at least six necessary components to the face-to-face executive interviewing design model: Read Full Text