Individual Depth Interviews

Focus Groups are the best known and more widely used qualitative research methodology. In some situations a different approach is required.

Individual depth interviews are one-to-one semi-structured interviews conducted by a qualitative researcher. The researcher has a list of topics to cover but there is ample scope for exploring issues that arise during the conversation. Some of the most insightful learning often comes from issues that are not on the official topic list.

Depth interviews are very useful when the subject being explored is a sensitive personal issue that people might not feel comfortable discussing in a group situation. Financial management, illness, social / religious issues and family matters are often best approached using individual depth interviews.

Depth interviews are an option when researching a small population as in the case of users of a very niche brand or people whose ability to travel is restricted through age or illness.

Depth interviews are also useful when we want to get a close view of a person's lifestyle by meeting them at their home or place of work or during a leisure activity. Much business-to-business (B2B) research is conducted using individual depth interviews.

When conducting depth interviews the researcher must exhibit sensitivity and excellent listening skills. If the interview becomes too directive much of the richness to be gained from the interviewee's subjective experiences and perceptions can be lost. Questioning should be open ended and non-directive so that the interviewee is encouraged to provide expansive answers rather than simple yes or no answers that restrict the expression of feelings and emotions.

It is important that the researcher does not fear silence during the interview and allows the interviewee to digress from the main topic in order to explore related thoughts and feelings.

While note taking can be useful is it better to audio record the interview. Excessive note taking stunts the conversation, loses eye contact and indicates to the interviewee which responses are of more interest to the researcher. The interview content will be on the audio recording. A short note immediately after the interview can be used to set out the interviewee's demeanour, body language etc. for use in the later analysis.

For more information on depth interviews and how they can be used to provide greater consumer insight to your marketing strategies contact colm@theresearchcentre.com Tel.+35387-2573346/+3531-2886934