Home > Research Services > Research Methods > FAQ > What is a depth interview?

What is a depth interview?

A depth interview is a loosely structured interview. It allows freedom for both the interviewer and the interviewee to explore additional points and change direction, if necessary.

Explanation of depth interviews

A qualitative data collection method, depth interviews offer the opportunity to capture rich, descriptive data about people’s behaviours, attitudes and perceptions, and unfolding complex processes. They can be used as a standalone research method or as part of a multi method design, depending on the needs of the research.

How is a depth interview carried out?

Depth interviews are normally carried out face to face so that a rapport can be created with respondents. Body language is also used to add a high level of understanding to the answers. Telephones can also be used by a skilled researcher with little loss of data and at a tenth of the cost.

The style of the interview depends on the interviewer. Successful depth interviewers listen rather than talk. They have a clear line of questioning and use body language to build rapport. The interview is more of a guided conversation than a staccato question and answer session.

The interview is conducted using a discussion guide which facilitates the flushing out of the respondent’s views through open ended questioning. Projective techniques can be incorporated into the interview too.

Sections on FAQ

Our industry expertise

Very good market intelligence that will be invaluable in helping us understand the market landscape and formulate our strategy.

BP

Thanks for all the work that’s gone into this study. The presentation is fantastic and the Reflect tool is really useful to allow us to interrogate the data with any other angles we need.

Stanley Tools