Why Germans are good interview respondents

Emotional Logic conducts research in many market sectors and across a number of different countries. As such we have experience chatting with respondents of many different nationalities and we have noticed some key differences. Of course all of our observations are generalisations and probably influenced by our own country stereotypes, but maybe you have found similar results?

Depth interviews are a great tool in Germany. We have found German respondents very deep thinking and analytical of their own behaviour. Being true to the ‘country of poets and philosophers’ (Land der Dichter und Denker) they have shared with us not only very observant thoughts about consumer behaviour but are also very aware of their feelings about certain subjects. Who would have thought it?

Spanish respondents on the other hand have impressed us with their creativity. Projective techniques in interviews or focus groups are no longer slightly embarrassing but become fun and exciting – for respondent and researcher alike. It seems the Spanish are very much in touch with their senses – being able to remember with ease how things felt, smelled or looked.

A slight challenge for research in China is politeness. This is a great benefit for the researchers – who find Chinese respondents very pleasant to work with. However, what we in the West see as fair criticism of a product or brand may be seen a comment too harsh for a Chinese respondent. It can take quite a bit of work to tease out any issues or concerns about products or services.

Qualitative techniques of any nature do well in France. Our researchers have found the French respondents very aware of and open about their feelings about any subject. Information is generally volunteered very easily and sometimes respondents even think ahead at what the next question may be and answer it in advance. Interviews also often continue well after the recorder has been switched off. It makes for very long transcripts but also very good, rich data.

Ultimately though, it is all down to rapport. All our researchers are natives or have lived a long time in the countries they are conducting research in. This means they know what is currently on the collective psyche of the country, are aware of cultural idiosyncrasies and little local differences. And that in the end creates a good and easy conversation with any respondent.