In depth interviews are hard to beat as a way of drilling down and exploring preferences, experience and opinions, especially amongst key customers or thought leaders.
It is particularly useful in obtaining information from business people, academics and professionals. The quality of information may be unsurpassed so while each interview is expensive (because its longer), you don’t need many – sometimes as few as 12 interviews can generate the depth and quality of feedback that is being sought.
In depth interviewing is always carried out by appointment. We will phone to make the appointment, either for a face-to-face interview or by phone, to make sure that the participant has sufficient time to respond fully to all the questions and topics.
We have used in depth interviewing recently in recently in health care, Internet abuse and parking facilities for commuters.