In-Depth Interviews

One market research method that is needed occasionally is in-depth personal interviewing. These sessions, typically one-one-one between interviewer and respondent, can last from a few minutes to an hour or more.

While interviewing by design is personal, in-depth interviews are more deliberate and structured than an intercept interview with a passerby in a shopping mall, and usually have the following characteristics:

• A very specific, often small, target market segment of consumers
• Confidential and/or more complicated subject matter
• Respondent has expert knowledge of the subject matter
• Might include debriefing on the use of a new product or service

In-depth personal interviews are typically conducted at a central facility conveniently located with ample parking. Respondents are recruited from user-lists or the general population and screened to meet specific criteria. In-depth interviews are often a long series of in-depth questions about a very specific topic. While these interviews are seldom quantitative in volume, they provide extensive information.

Sterling Research can design in-depth interviewing research programs, and manage every aspect of the study. Collect data with confidence through our nationwide network of personal interviewers capable of interviewing on virtually any topic.