In-depth interviews are extended conversations with an individual or small group of individuals. Research has shown that this technique is superior to focus groups when trying to develop insights about customer needs.
Advantages of in-depth interviews:
- Group dynamics do not affect the quality of the interview
- Can be conducted at the respondent's office or a central location
- Is dynamic, allowing the interviewer to probe on responses given
- Interviews can be videotaped and observed
- Respondents can review concepts and interact with demonstrations
Disadvantages of in-depth interviews:
- Can be time consuming (each interview can last 30 to 60 minutes)
- Discussions may vary based on the interest level of the respondent
- Some discussions (e.g., satisfaction) should not be observed
Gelb Consulting Group professionals have conducted thousands of in-depth interviews around the world. Our consultants specialize in working with respondents to generate strategic recommendations. |
