In-depth interviews are a qualitative research method used to obtain broad and substantial information on a certain topic. They seek to understand the interviewee's experience, opinions and perspectives, through the dialogue that results from asking questions of an exploratory nature.
With these interviews it is possible to collect a large amount of data and information about the behavior, perceptions and attitude of the interviewees. Throughout the process, participants have the possibility to change the course of the conversation, making it a dynamic methodology.
Next, we present the definition of this research methodology, its characteristics, the importance it has within market research and the basic guidelines for its correct application in different situations, as well as some of the advantages that this method offers for researchers.
They are defined as a dialogue between two people, in which the person in charge of the investigation formulates a set of questions related to the topic in question, while the interviewee verbally provides all the information that is requested. It is a research technique that allows obtaining data directly.
Taylor & Bogdan, authors of the text Introduction to qualitative research methods, define in-depth interviews as “repeated face-to-face encounters between the interviewer and the informants, aimed at understanding the perspectives that informants have regarding their lives, experiences or situations.”
The main intention of this technique is to immerse into another person's life, trying to decipher and understand their fears, satisfactions, interests, motivations and concerns regarding the subject matter. Within market studies, in-depth interviews guarantee obtaining information free of censorship.
There is a set of characteristics that define in-depth interviews:
Since they seek to imitate a conversation between equals, in-depth interviews allow the extraction of information from the interviewee in a relaxed atmosphere. If you want to get really relevant information, the interviewer must have enough skill to formulate the questions in a subtle way, without directing the interviewee or limiting their responses.
They are aimed at highlighting the expectations, experiences, feelings and perspectives of the interviewees on a specific topic, which may well be a product, service or problem. It basically focuses on obtaining data about a personal experience; being a qualitative technique, it favors the quality over the quantity of the information collected.
Before starting the interview process, it is necessary to design a research plan in which the objectives, circumstances, motivations and limitations of the study are defined. From there, the research tools to be used can be selected, choosing those that are most convenient.If it is decided that in-depth interviews are the appropriate option, the following set of guidelines should be followed:
In-depth interviews have the advantage of requiring fewer participants to obtain relevant information. They also allow us to know the way of thinking of the interviewees, how they feel about the subject discussed and understand their needs, to even extrapolate them to the entire target market.
With them, brands, companies and organizations of all kinds have the possibility of making decisions based on clear information.
Create an online community to know your consumers. Contact us!