In-depth Interviews

In depth interviews In depth interviews are a qualitative marketing research tool designed for studies with low incidence rates, sensitive subject areas and for products with a hard to reach target market such as specialists and other professionals. Qualitative interviews are particularly useful for getting the story behind a participant’s experiences and may sometimes be recommended as a follow-up to a quantitative marketing research study, in order to investigate responses further. Therefore qualitative interviews are used to uncover the “why” through exploratory exercises and in depth qualitative research discussions. These techniques allow the marketing research professional to have a detailed conversation in regards to usage, attitudes and to assess behaviors, motivations, likeability of products and creative concepts.