In-depth interviewing
Capturing rich, descriptive dataQualitative data collection
In-depth interviewing is a qualitative data collection method that provides a vehicle to capture rich, descriptive data about how people really think and behave. They can be used as a standalone research method or as part of a multi method design, depending on the needs of the research.
Creating a rapport
Traditionally in-depth research interviews are carried out face to face (although that has seen a notable recent shift) so that a rapport can be created with participants. Observation of body language is also a key tool to engender warmth and understand answers more holistically. Online meeting software and telephones can also be used by a skilled researcher as alternative options.
Providing a framework
The interview is conducted using a topic guide or discussion guide which provides a framework for the discussion and facilitates the development of thoughts and ideas through open ended questioning. The interview is more of a guided conversation than a formal ‘question and answer’ session. Projective techniques are often woven into the interview too. These can be supplemented by sharing content online during a session too if undertaken remotely.
In depth interviews are sometimes used in tandem with a quantitative survey. This can be as a precursor to help develop the questionnaire to ensure it is both relevant or afterwards, to delve into certain areas of interest or to bring pen profiles, personas and segments to life.
Types of in-depth interviewing
Stakeholder interviews
One to one depth interview
Paired depth interview
Triad depth interview
Virtual depth interview
Reconvened depth interview
Not sure what's best for you?
We’d love to bounce some ideas around with you. Either get in touch with us below or have a further browse of the different research services that can be applied to your business conundrums.
Not sure what's best for you?
We’d love to bounce some ideas around with you. Either get in touch with us below or have a further browse of the different research services that can be applied to your business conundrums.
The Eureka! approach
Once the project objectives and target audiences have been agreed, we progress through these key stages.
Recruitment of target
We write a recruitment questionnaire (or screener) to ensure the target audience matches the research requirement. This is typically a survey of 6 to 10 questions that we use to screen potential participants (for example) by job role, age, work focus, seniority, income, awareness or usage of a brand or product, etc.
Topic guide
The interview itself is usually framed by a topic or discussion guide that captures the key elements that need to be covered. We would agree the contents of this well in advance of the sessions. Discussions are not visibly scripted however and are free flowing allowing participants to bring their own thoughts, ideas, and questions to each discussion and for us as moderators to alter the flow of the session as we see fit.
Pre-interview material
Sometimes it can be useful to get the respondent fired-up by sending them pertinent information or tasks before the interview. This then becomes part of the data collection itself but can also focus the mind of the respondent making the next session much more time-efficient.
The interview itself
Sessions are convened at a time and location to put each respondent at ease. They are typically structured to be more informal, but this can depend on the content and research requirements. The typical session lasts for around 30-60 minutes.
Reporting
We will develop a report following the sessions, varying from a top-line summary to a fully detailed output (dependent on client requirements). This is often supplemented with audio recordings and video as required.
The Racing Foundation
Supporting the Racing Foundation to evaluate its progress and gather stakeholder opinion about the future direction of the Foundation and the sector.
Polypipe Terrain
Research to understand how professionals in commercial drainage specification roles use information and media channels in their jobs.
The Racing Foundation
Supporting the Racing Foundation to evaluate its progress and gather stakeholder opinion about the future direction of the Foundation and the sector.
Polypipe Terrain
Research to understand how professionals in commercial drainage specification roles use information and media channels in their jobs.
Eureka! Research
6 Parkside Court | Greenhough Road
Lichfield | Staffordshire | WS13 7AU
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