Depth interviews aim to obtain deeper and more extensive information than what is available through questionnaires, which is due to the fact that respondents utter their thoughts, feelings and motives with their own words. This form of interviewing is a qualitative research method therefore it does not provide representative statistical results, instead it seeks to find answers to the questions why and how. The interviewer asks questions based on a guideline tailoring the open-ended questions to the interviewee’s way of thinking, communicative skills and vocabulary thus helping to create an atmosphere of trust.
The depth interview research method is mostly applied in cases where we wish to know the respondent’s opinion, experience and ideas of the future deriving from their own profession or attitude to the market free from group influence. It is most commonly used to explore opinions and market plans in B2B/corporate research and involves decision makers and experts. In these cases qualitative results support our clients more effectively than statistical data to reach their goals and realize their market plans and strategic plans.
Depth interviews are lead by researchers who are experienced in the use of qualitative depth interview techniques and their length usually varies between 45 and 90 minutes. The interview is normally carried out at respondents’ home/office or a market research studio where the survey can take place in calm and undisturbed conditions so respondents can immerse themselves in the subject and can pay constant attention to the researcher. Depth interviews are most commonly recorded in audio form and on request visually as well.
Depth interviews can be applied separately or to supplement focus group research; sometimes their purpose is to obtain information before quantitative surveys or to further extend data and understand market processes afterwards.
