Depth or in-depth interview is a qualitative research technique which is used to conduct intensive individual interviews where numbers of respondents are less and research is focused on a specific product, technique, situation or objective. Companies employ market research firms to employ In-depth interviews to understand consumer behavior for a new product or to expand sales of existing products.
Advantages of In-depth interviews
– Comparatively much more detailed information than other data collection methods like surveys and focused group discussions.
– Provide much more relaxed information to collect information- people feel more comfortable in having a personal conversation rather than filling surveys.