April 2-3, 2019

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Memory Reconstruction Interviews: Revealing What People Can’t (or Won’t) Say in Conventional Interviews

Room 4 | 10:45-11:15 | Wednesday, April 3, 2019

In this presentation, you will see how an unusual interview technique developed for police investigations is producing exceptional results in market research.

Using real-world examples, this presentation will demonstrate how the memory reconstruction interview works, the science behind it and the ways it can help researchers uncover the underlying drivers of decision-making.

People are complicated and meaningful insights are often hidden. The memory reconstruction method is uniquely suited to reveal the kinds of things people often can’t (or won’t) say in traditional groups or one-on-one interviews.

Presentation type:

  • Best Practice Workshop

Subjects covered:

  • New techniques – qualitative and quantitative


  1. An unconventional research method developed for criminal investigations is surprisingly well suited for market research.
  2. The memory reconstruction interview is an alternative approach worth adding to the market research toolkit.
  3. The approach is effective at revealing the kinds of things research participants often can’t (or won’t) share.


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