In-depth interviews are similar to group discussions, but usually only one person (but sometimes two) is interviewed at a time. The format remains unstructured, the interview is generally conducted by a researcher, and projective techniques may also be used.
In-depth interviews are ideal for investigating personal, sensitive, or confidential information which is unsuitable to cover in a group format. They are also the best method for advertising pre-testing, where we are seeking individual interpretations and responses.
In-depth interviews are also valuable for researching people with busy lifestyles who would be unlikely to attend a focus group - e.g. senior businesspeople or doctors, or simply for those who cannot practically attend, e.g. farmers or solo parents with young children.
The disadvantage of in-depth interviews is that the respondent may feel like ‘a bug under a microscope’ and be less willing to open up than in the relaxed atmosphere of a group. A skilled interviewer can overcome this to a large degree, through the establishment of good rapport and trust.
In-depth interviews can vary by the objectives of the research. The examples below show how these can vary:
- Paired / Coupled interviews, which are useful for gaining an understanding of particular behaviours or decisions which consumers usually make in pairs, e.g. husband and wife interviews about home improvements or car buying.
- Accompanied shopping / observations are when a researcher accompanies a respondent on a given activity, observing and questioning the respondent’s behaviour as they proceed.
- Intercept interviews, when interviewers approach people in a public place such as a shopping mall, street, sports event, or similar - whatever is best for the research objectives. These interviews are ideal for cost-effectively targeting select types of people, but the interviews must be short, as respondents are usually en route elsewhere.
- Business interviews, which are ideal for interviewing senior and/or very busy businesspeople, as the respondents can discuss commercially sensitive information; be interviewed at their most convenient times and places; and be given the level of respect they may be accustomed to.
Focus group discussions
Participant Observation
Chatroom Discussions
Analysing Qualitative Research