In-depth, one-to-one interviewing is a qualitative research technique that is useful for testing new product or service concepts or to gain a greater insight in preparation for subsequent quantitative studies. They can be done face to face, over the phone, or online using text or webcam interviews.
This methodology is often used to avoid external influences on respondents' comments or where the target sample for the research is hard to access e.g. Niche markets, Senior Managers or Medical profession.
Depending on the chosen methodology, depth interviews present each respondent with the opportunity to talk for between 30 and 60 minutes, whereas in a focus group, individuals are limited to around 10-15 minutes each. Depths are unaffected by the 'dynamics' typical of discussion groups.
If a qualitative approach including depth interviews is required, Heawood has the necessary in-house experience and range of techniques to ensure your information needs and requirements are fully met. To talk to us about selecting the right techniques for your qualitative research or for a free quotation, just call us. We’ll be happy to talk it through.