Depth Interviews allow you to uncover more detailed opinions from a sample of representative users, who are met with individually to discuss their opinions. They are typically conducted in person or by telephone, or occasionally online.
Depth Interviews are designed to be flexible and permit freedom for the interviewer and interviewee to explore additional areas of research as discussions evolve. This type of research is discovery-oriented and open-ended, designed to find in-depth data about an individual’s experiences, feelings, and perspectives. They can often raise issues that may not have been considered yet and provide useful qualitative feedback on a particular idea, program or situation. This is particularly useful when interviewees are educated, extremely involved or knowledgeable in a topic area.