Increasing the reliability of oral interview results using profiling instruments

The article substantiates the possibility of a new use of applied psychological method of assessment and prediction of human behavior – profiling for the increase in objectivity of verbal interview results with the respondents of marketing research. The specifics and advantages of the traditional marketing format of in-depth interviews’ combination with simultaneous observation of respondent’s non-verbal (non-vocal) behavior based on lie detection instruments from profiling methodology were discussed. The authors show the experimental testing example of the signs of alteration in speech, emotional behavior, and the appearance of the participants of the interview using a video of a training seminar with the participation of Marketing Department students of the Plekhanov Russian University of Economics. The article shows that the instruments of express diagnostics of verbal and non-verbal factors showing insincerity upon the observation of interview respondents’ replies are an easy method to learn and use, which is essential for making correct conclusions in preliminary research of a commercial company’s marketing issues and its opportunities in the current market situation.

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