We were reassured by B2B International's experience, and impressed by their proactive and flexible approach and their strong insights.
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.
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.
The results of the research were communicated in a clear manner that enabled us to pull out key themes and areas for future development.