In-depth Interviews

Qualitative in-depth interviewing is a discovery process that is either open-ended or structured based on your specific objectives. The goal of an in-depth interview is to seek a greater understanding of the consumer experience. The process includes clarifying techniques in order to hone in on the respondent and interviewer having a shared understanding of the consumer's experience. Most in-depth interviews are loosely structured, but some interviews may include specific tasks, such as sorting, that help guide understanding through the choices a consumer makes. Unlike focus group interviews, an in-depth interview occurs with one respondent at a time to provide a more individual expression of experience.