Cognitive Interview

Abstract

Cognitive interviewing helps to bring back the original meaning of pilotage in a case study. Cognitive processes in an interview start with the interpretation of the question and its constituent terms, include the stage of forming an opinion and developing a judgment about it, and ends with editing the answer. The objectives of the cognitive interview are to explore the concepts, words and concepts of everyday language; pull out meanings, associations and emotions associated with the subject of research; detect barriers blocking the respondent's presentation of his position; assess confidence in your opinion, as well as the willingness to correct your point of view; to form their understanding of the "ordinary theory" of the studied phenomenon, etc. For each task, you can build an original strategy for a cognitive interview, but it is important to understand what we are studying, what the result should be and what the research team will do with it.