Type of Question | Example |
Introductory Questions | Based on the information that you provided in the questionnaire, you spend an average 5 hours a day on social media, please explain briefly the context of your daily routine and purpose of using social media |
Transition Questions | you said you are familiar with the (L123), and you have purchased luxury shoes before. Is that correct? #2: Do you pay attention if you notice (L123) advertisements on social media? If no: go to #3. If yes: why did it grab your attention? Would you click to open the advertisement? If yes: go to the next probe. If no: why not? |
Key Questions | What would you identify in advertisement? Is it important to mention price in luxury brands advertisements? (see questions listed under #4) |
Closing Questions | Before we conclude this interview, is there anything from your experience of online shopping from luxury retailer like (L123) that we did not talk about? |