Depth Interviews
One person, full attention. Guided conversations that capture rich detail about behaviour, attitudes and complex decisions.
- One-to-one
- In person or by phone
- Discussion guide
What is a depth interview?
Depth interviews are a qualitative way of collecting rich, descriptive information about people's behaviour, attitudes and perceptions, and about complex decision processes as they unfold.
They can be used as a research method on their own or as part of a mixed-method study, depending on what the research needs.
How depth interviews are carried out
A depth interview is a guided conversation, not a quick-fire question and answer session.
Usually face-to-face
So the interviewer can build rapport and read body language.
By telephone when it fits
A skilled researcher loses little by phone, at a fraction of the cost.
Listening first
Good interviewers listen rather than talk.
A clear line of questioning
A discussion guide keeps the conversation on track.
Open-ended questions
Respondents share their views in their own words.
Projective techniques
Can be built in to reveal what people find hard to say.
How we run depth interviews
From choosing respondents to sharing findings.
Define who to speak to
Agree the profile of respondents you need.
Build the discussion guide
Plan open-ended questions and any projective techniques.
Recruit and schedule
Arrange interviews in person or by phone.
Conduct the interviews
Skilled interviewers guide each conversation.
Analyse and report
Bring out the insight and what it means for you.
Successful interviewers listen rather than talk, and use a clear line of questioning to build rapport.
Pannel Plus Market Research CompanyDepth Interviews: common questions
Quick answers about how this service works.
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Plan your depth interviews project
Tell us what you need to find out. We will suggest the right approach and send a clear quote.