In-Depth Interviews

In-depth interviews are another qualitative research tool. They are one-on-one discussions with individual consumers, customers, or employees that offer several advantages over focus groups:

  • No group dynamic effects.
  • Time to pursue the thoughts of an individual(s) to deeper levels, especially with sensitive topics.
  • Can be done in-home which brings the additional advantage of bringing context to the interview.
  • In-depths can be done in waves in which stimuli are progressively altered based on consumer response.
  • In-depth projects can evolve into quantitative studies, either through expansion of the number of interviews, or by expanding into waves of follow-up interviews.