Solutions / Custom Services / Expert Interviews
Expert Interviews
For questions no dataset answers, the fastest route is usually a structured conversation with someone who has operated inside the problem.
Screened on experienceQualified on verifiable involvement in the specific thing you need, not on job title.
Built to probeGuides designed to surface specifics and test claims rather than collect agreeable answers.
Compliant by designConflict and confidentiality checks before engagement, with the expert briefed on limits.
In simple terms
You tell us what you need to understand. We find people who have actually done it, screen them on real experience, and run structured interviews that get past generalities.
What Expert Interviews is. Expert interview programmes recruit and interview qualified practitioners, former executives and technical specialists against a screener you approve, with structured guides and transcripts delivered alongside the analysis.
What makes this different. Fieldwork quality is decided long before anyone answers a question: in the screener, the instrument design and the quality control. That is where most of our effort goes, and it is why the findings hold up.
What the service covers
These are the areas we work across, such as the ones below. We combine them in the proportion your question needs, and we tell you which ones your question does not need.
Recruitment and screening
Experts sourced against your criteria and screened on verifiable experience, not on job title alone.
Interview design
Guides built to surface specifics and to test claims, rather than to collect agreeable generalities.
Conduct and compliance
Disclosure of purpose, conflict and confidentiality checks, and compliance with the expert's own obligations.
Synthesis
Findings across the programme with agreement, disagreement and confidence made explicit, plus full transcripts.
Questions this answers
If something like this is on your agenda, the engagement is already half scoped.
- Who genuinely knows how this works in practice?
- How do we reach former operators rather than commentators?
- Is what we heard from one expert representative, or one person's view?
- How do we handle conflicts and confidentiality properly?
- How many interviews before the answers start repeating?
How you can use this
A few of the situations where this service does real work.
A question no data answers
You need to understand how something works in practice.
Entering an unfamiliar market
You need operator-level knowledge quickly.
Validating an assumption
A key belief in your plan rests on very little.
Understanding a technical process
The detail sits with practitioners, not in publications.
What changes for your business
The practical difference between running on this and running on what you have now, such as the following.
You get evidence where none was published
Primary research reaches the questions no dataset answers, which is most of the questions that actually matter.
The data is clean enough to rely on
Screening, quality control and documented exclusion rules mean findings survive scrutiny rather than collapsing under it.
You get topline fast
Headline findings arrive within days of fieldwork closing, so decisions do not wait on the full report.
Respondents tell you the truth
Independent fieldwork changes what people are willing to say, particularly about what is going wrong.
You can run it again
Instrument, screener and methodology are handed over, so tracking the same question over time costs a fraction of the first wave.
You test before you commit
Concepts, prices and propositions get checked with real respondents while changing them is still cheap.
Who this is for
Roles that commission this work most often include those below. Each asks a different question and gets a different cut of the same evidence.
Research and insight teams
We need fieldwork we cannot run in-house.
Specialist capacity to your standards, with instrument, dataset and methodology handed over for reuse.
Product and marketing leadership
What do our customers actually think, rather than what we assume?
Evidence from real respondents, with verbatims, so findings can be acted on rather than debated.
Strategy and commercial leadership
Is there enough here to justify the investment?
Primary evidence on demand, pricing and competitive position where no published data exists.
Operations and quality leadership
Is what we designed actually happening in practice?
Independent observation and measurement, reported by location and behaviour so it supports coaching.
Investors and diligence teams
Can we verify this independently before we commit?
Primary market and customer evidence gathered to a defined protocol, with full quality control.
Typical clients
How we work
The third step is the one that makes the output usable, and it is the one most work of this kind skips.
Understand the decision
We start from what the findings have to support, because that decides sample, method and the precision you actually need to buy.
Design and field properly
Screener, instrument and protocol built and piloted before full fieldwork, with quality control running throughout rather than checked at the end.
Read it for your position
Findings are interpreted against your market position and the decision in front of you, not reported as a neutral data dump.
Deliver so it can be reused
Dataset, verbatims, instrument and methodology handed over, so the next wave costs a fraction of the first.
What you receive
Full dataset with respondent metadata and quality flags
Topline findings within days of fieldwork close
Analytical report with verbatimscross-tabs and implications
Instrumentscreener and methodology note for reuse
Access to Phi, our AI research platformincluded
Every engagement comes with access to Phi. Ask questions of your own findings in plain language, pull the evidence behind any number, and keep querying long after the work is delivered. Your team gets the working intelligence, not just the document.
Open PhiWays to start
Tell us the decision and the date it has to be made by. We will recommend the smallest engagement that gets you there.
Pilot wave
A small first wave to validate approach, screener and instrument.
Full fieldwork
Complete fieldwork to target quota, with analysis and reporting.
Tracking programme
The same instrument repeated on a set cycle, reported as change over time.
Common questions
How many interviews do we need?
Eight to fifteen for most questions, which is usually where new information stops appearing. We flag saturation rather than running to a number.
How do you handle confidentiality?
Experts are briefed on what they may not discuss, and we decline lines of questioning that would breach their obligations.
Who owns the work?
You do. It is exclusive to you, it is not resold, and working files are handed over unlocked.
Will you sign an NDA?
Yes, before the first conversation if you prefer.
Tell us the decision you are facing
Send us the question, the context and your timeline. You get back a recommended first step, what evidence it needs, and what it costs. Not a capability deck.