“After searching for data on home décor styling trends, Assortment Styler was the only report with details on how Americans decorate their homes. The report gave us the competitive advantage across multiple titles of knowing the top home décor styles and historical and future trends.”
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.