In-depth interviews characteristically occur at the outset of a market research study where topics are large or respondent perspectives on a subject is unknown.
Whilst in-depth interviews can use a formal structured questionnaire, it is more common for these interviews to be more investigative in nature.
Hence unstructured topic guides or semi-structured questionnaires are usually the norm. This allows the respondent to guide the interview along areas that they consider of importance rather than predicting what issues may surround a particular product/service.
One to one in-depth interviews, whilst rich in content can take time that needs to be factored into planning.
KGS Ltd has interviewers trained in non-directive interviewing techniques and other skills such as: laddering and recognition of non-verbal communication to obtain the most from in-depth interviews.