CG: Global Get Smart Series

Trade Interviewing
Interviews are building blocks

Expect templates from your project manager

▪ Discussion guide
▪ Interview notes template
▪ Interview tracking sheet

Interviews are a key step within Euromonitor’s methodology

▪ They fill in gaps and strengthen assumptions
▪ Interviews help reach consensus to explain market dynamics

Trade interviews should be…

▪ Conversations in which we exchange ideas
▪ Sharing our work in progress findings on supply or demand dynamics
▪ A way to confirm or reject our initial hypothesis

Be prepared when you start calling

▪ Exhaust secondary sources to gather as much information as possible.
▪ Make sure you’re targeting the right people and right departments.
▪ Know the name of the person you want to talk to if it’s not the exact person, connect
with someone that can pass you to it
▪ Call at different times of the day and befriend the receptionist if you can
▪ Attitude is half of the battle, be persistent but also know when to stop calling

Keys to success
▪ Emails can be low hanging fruits. No harm sending out emails at the start.
▪ Pay attention to semantics. Use the words research, opinion, understanding, insight.
▪ Be aware of cultural differences. In what countries and industries do face to face or
phone interviews work better?
▪ Use the customer service line to get answers for basic questions.
▪ Tailor questions according to interviewee s’ profile. Downstream and upstream
players are knowledgeable about and sensitive to different types of information.
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© 2014 Euromonitor International. Document intended only for internal use.