The Decision-Oriented Interview (DOI) as a Marketing Instrument for Obtaining Information about Brands

The aim of our article is not to report an empirical study but to present a toolkit which can help to collect valid information about brands. The Decision-Oriented Interview, hereafter, DOI presents empirically proven behavior regularities in interviews as a collection of checklists. The DOI has shown its usefulness in different fields of interviewing e.g. as a selection interview, in forensic assessment or a method for oral examinations. The DOI collection of explicit rules for interview design, execution and summary is described as a toolkit for collecting information relevant in marketing. The purchase decisions are presented as a basis for describing brand-differentiating situations. The use of the rules collected in the DOI checklists has clear advantages over the conventional approach in which success depends on the experience of individual project managers.