In-depth interview

The in-depth interview is a qualitative method of analysis, which proceeds as a confidential and secure conversation between an interviewer and a respondent. By means of a thorough composed interview guide, which is approved by the client, the interviewer ensures that the conversation encompasses the topics that are crucial to ask for the sake of the purpose and the issue of the survey.

The method of the in-depth interview is appropriate if you need to gain an insight into individual evaluations of specific material. This method is the right one to choose if the primary objective with the survey, for example is to evaluate a new packaging, an advertisement or a storyboard. Namely the method can produce very precise and specific answers as well as an exhaustive and varied knowledge about individual determined experiences, opinions and motives, which the group interview and the quantitative methods cannot encompass.

The method of the in-depth interview is also appropriate if your subject and issue are in the nature of something controversial, sensitive or tabooed. One of the advantages of the in-depth interview is that there is time for the respondent, in peace, to further develop and give reasons for his or hers individual point of views - without being influenced by the opinions of other respondents.

Apart from that the method typical involves different techniques which encompass spontaneous, emotional and perhaps unconscious circumstances within the respondent.

The completion of an in-depth interview

An in-depth interview most often takes place in a private home, where the respondent is in his or hers natural surroundings. In this way, the respondent is relaxed and therefore open and willing to reply to the exhaustive questions. An in-depth interview typically varies between 1½ and 2 hours and is recorded on tape or video for the sake of the following analysis and the writing of the report. For the sake of the respondents, these recordings are deleted half a year after at the latest.

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