In-depth Interviews

It is the data collection method when the moderator is directly communicating with the respondent according to a certain agenda on a particular topic. It is an extensive and deep conversation that approximately takes 1-2 hours.

During the in-depth interview we discover the respondent’s attitude, evaluations, beliefs, preferences, enjoyments, associations, etc. This interview gives the opportunity to dig deeper into the mentation, stream of consciousness, and hidden needs or to find the new solutions for the problems. This method is usually applied to the product, packaging, advertising, customer satisfaction and expectation research, as well as to the experts’ interviews.

The in-depth interview can take place both in the natural environment (respondent’s home) and in the special studio with recording and observing devices. The interview is being recorded, and at the same time it is possible to watch the emotions and reactions of the respondent through the one-side mirror.