In-depth interview as a research method — what you need to know

Conducting an in-depth interview requires careful preparation and a clear understanding of the research objectives. Here is a step-by-step algorithm:

• defining research objectives
• development of a guide (interview plan)
• respondents choice
• preparation and organization of interviews
• conducting interviews
• recording and documentation
• data analysis
• Interpretation of results
• report preparation
• presentation of results

In-depth interviews, experts emphasize, require careful preparation and analysis, but they can provide very valuable information that is difficult to obtain by other methods.

In-depth interviews — results compared

In-depth interviews have a number of unique advantages that set them apart from other research methods. Here’s what they deliver and how they compare to other approaches:

Deep understanding of motives and attitudes

• what they give: in-depth interviews allow the researcher to penetrate into the essence of the motives, attitudes and behavior of respondents. They help to understand, Why people make certain decisions, what motivates them, how they perceive certain products or situations.
• In comparison, quantitative methods such as questionnaires or surveys can provide insight into What people do or think, but don’t always explain WhySurveys collect more superficial information and do not allow for a deep study of the reasons for behavior.

Obtaining detailed and high-quality information

• What they provide: In-depth interviews allow you to obtain detailed answers that can reveal unexpected insights, aspects or problems that the researcher did not know about.
• In comparison: Focus groups can also provide detailed information, but in a group setting respondents may be less open or influenced by other participants. In-depth interviews do not have this problem.

Individual approach and flexibility

• What they give: the interviewer can adapt questions on the fly, depending on the respondent’s answers, which allows you to delve into interesting topics and clarify ambiguities.
• In comparison, structured surveys do not provide such flexibility — questions are set in advance and answers are limited to the suggested options, which limits the possibilities for research.

Possibility of identifying hidden problems and barriers

• what they give: during the in-depth interview, the respondent can reveal hidden barriers, doubts or dissatisfactions that do not appear with other methods.
• In comparison, methods based on standardized questions do not always reveal such nuances, especially if respondents tend to give socially desirable answers.

Contextual understanding

• What it provides: In-depth interviews allow the researcher to understand the context of the respondent’s life, his environment, cultural and social influences, which is especially important in marketing research and product development.
• In comparison, experimental methods or quantitative research often isolate variables, making it difficult to understand the real context and the variety of factors influencing behavior.

Advantage in researching narrow and complex topics

• What they provide: In-depth interviews are ideal for exploring complex, highly specialized or sensitive topics that require attention to detail and a trusting relationship with the respondent.
• In comparison, mass research methods may not provide useful information in such contexts because respondents may avoid discussing difficult or personal issues in settings where face-to-face interaction is lacking.

Restrictions

• Time and resources: In-depth interviews require significant time and human resources, both to conduct and to analyze the data.
• Limited representativeness: Because in-depth interviews are usually conducted with a small sample, their results cannot always be generalized to the entire population. However, they often provide valuable insights that can then be tested on larger samples using other methods.

Ultimately, in-depth interviews provide insight into people’s behavior and motivations on a deeper level, making them indispensable in situations where not only quantitative assessment but also qualitative understanding of decision-making and perception is important.

In-depth interview — when?

In-depth interviewing is a powerful tool, but its use is most justified in certain situations. Here are the main cases when it is definitely worth resorting to in-depth interviewing:

Exploring complex and sensitive topics

• when: topics related to personal experiences, feelings, motivation, or social issues (e.g. health, relationships, personal finances, psychology).
• Why: People are less likely to discuss these issues openly in large-scale surveys or focus groups, where discomfort and insincerity may arise. In-depth interviews create a trusting environment in which respondents can open up.

Understanding consumer motivations and behavior

• when: you need to understand why consumers make certain decisions, what influences their choice of products or services.
• Why: In-depth interviews allow us to explore the underlying causes of behavior that are not obvious using quantitative methods. This helps marketers and product developers create more accurate and effective strategies.

Investigation of a new or poorly understood phenomenon

• when: you come across a new trend, innovation, or topic that is not well understood amount of data.
• Why: In-depth interviews provide the opportunity to explore unknown areas and identify important aspects that can then be tested using quantitative methods.

Development of concepts and ideas

• when: you need to create a new product, service or advertising concept and understand how potential users perceive different ideas.
• Why: In-depth interviews allow you to get quality feedback and understand which elements of the concept are most appealing or raise questions.

Adjusting the marketing strategy

• When: Your current marketing strategy isn’t producing the results you expect and you need to understand why.
• Why: Interviews provide insight into how consumers perceive a brand or product and identify potential weaknesses in the strategy.

User experience research

• When: You need to understand in detail how users interact with a product or service in order to improve their experience.
• Why: In-depth interviews allow you to understand what aspects of the user experience cause difficulties or dissatisfaction, which can be used to optimize the product.

Finding hidden needs and barriers

• when: you need to identify non-obvious customer needs or barriers that prevent them from using a product or service.
• Why: In-depth interviews often reveal things that go unnoticed in mass surveys because respondents may not be aware of them on their own without prompting.

Studying the characteristics of the target audience

• When: You are working with a narrow or specific audience that is difficult to research using quantitative methods.
• Why: In-depth interviews allow you to study in detail the needs, preferences and values ​​of your target audience, which is especially important when creating niche products or services.

Constant change and dynamic markets

• When: Your industry or market is undergoing rapid change and you need to understand how consumers are responding.
• Why: In-depth interviews allow you to respond flexibly to changes and obtain up-to-date information about consumer preferences and concerns.

In these cases, in-depth interviewing becomes an indispensable tool, as it allows for a deeper understanding and interpretation of complex, personal and new phenomena that is not possible with other research methods.