In order to explore the consumer market, to understand its needs, deficits and preferences, several methods are used. One of them is the in-depth interview method. There is a lot of discussion about the principles of its conduct and the methods on which the in-depth interview is based. However, this research tool has been successfully applied and produces results.
The essence of the "in-depth interview" technique
An in-depth interview is a face-to-face conversation with a respondent based on the interviewer's questions. Despite the fact that interview questions are carefully prepared in advance, the conversation does not have a clear structure, and the researcher must be able to change or turn the course of the interview in the desired direction. The interview should reveal the true attitude of the respondent to the essence of the issue, his motives, beliefs, touch upon and reveal all aspects of the topic. Therefore, an in-depth interview should be conducted by a highly qualified specialist. Using special techniques, he encourages the respondent to give detailed, detailed, maximally honest answers.
Depending on what tasks are set by the researcher, how broad the topic of the interview is, as well as on the personal characteristics of the respondent, the time for conducting an in-depth interview can vary from half an hour to several hours. The process itself must be recorded in audio or video. This is done in order not to miss even the smallest information when compiling an analysis. Videotaping is also used to analyze non-verbal moments in a conversation.
The success of an in-depth interview depends on the professional skills of the interviewer. He should not show prejudice, should not "put pressure" on the respondent and influence his opinion. High-level specialists in this area are difficult to find, so their services are expensive, and in-depth interviews are one of the most expensive research methods.
Comparison of in-depth interview with focus group method
Both focus groups and in-depth interviews are designed to perform similar tasks: to identify the portrait of the consumer, his behavior and attitude towards brands and manufacturers, the search for new areas of product promotion, product evaluation, etc. However, there are research polls in which it is impossible to work with a group of respondents.
An in-depth interview is used when it comes to intimate, personal experiences of the respondent, or the topic has a sharp resonance in society - military service, problems of drug addiction and prostitution, taxation, when information is required from experts or "narrow" specialists or the opinion of representatives of competing firms. Also, in-depth interviews are preferred if the respondent is a major official or a very famous person, and the topic of the survey will affect his professional or personal life. Focus group work is sometimes impossible because of the geographic remoteness of the respondents.
