Research Topics:

One-on-One (Depth) Interviews | Qualitative Research

Content Type:

Glossary

Depth Interview Definition

One-on-one interviews that probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivations.

Depth interviews are in-depth, one-on-one open-ended conversations between a trained interviewer and a participant that probe and elicit detailed answers to questions. Techniques often are used to uncover attitudes, motivations and perceptions. The goal of this qualitative research technique is to delve deeply into the thoughts, feelings and experiences of a respondent related to a particular product, service or topic. These interviews can gain deep insights into consumer behavior and preferences. In other words, they can provide the “why” behind consumer actions.

Who relies on depth interviews?

Marketing researchers, product managers and marketing strategists utilize depth interviews to gain a better understanding of consumer behavior, preferences and decision-making processes. Those conversations can uncover insights that quantitative methods might miss.

Why should I care about depth interviews?

Depth interviews provide rich, in-depth qualitative data that goes beyond surface information. They lend themselves to be more personal and flexible so that participants can share their thoughts in their own words. Understanding the “why” of consumerism can help marketing professionals and businesses develop effective marketing strategies, create products and service offerings that meet customer needs and ultimately enhance customer satisfaction and loyalty.