In-depth interview is a face-to-face personal interview situation where the respondent is able to talk about less consious and thought-out topics in a trustful, free atmosphere. Our interviewing researcher does not settle for shallow answers like eg.”I like it, I used to it” etc. These asnwers are handled not as causes but as effects which have a deeper, not verbalized and not so conscious background.
In-depth interviews are most useful methods to reveal individual values, motivations and influencing factors in consumer decision making processes. It is an appropriate method for investigating personal, sensitive topics and able to get us behind social norms and conventional attitudes.
Typical scopes for in-depth interviews:
- U&A researches
- Identifying market gaps and barriers
- Understanding special consumer segments
- Exploring personal and sensitive topics