Other methodologies: Depth interviews > Focus groups > Self-completion surveys > Telephone interviewing & surveys >
Online research

Depth interviews are conducted face-to-face with an individual respondent and allow significant probing of beliefs and attitudes. They can capture the most complex decision making behaviour, cover sensitive subjects and "get to the heart of the matter".

Our excellent service in this area is a result of our interviewers' ability to engage and elicit meaningful qualitative data from respondents; they have great rapport building and excellent listening skills. A discussion framework guides the interviewer, though there is plenty of scope for flexibility and follow on questions.

Typically, a depth interview will last for an hour and they are often used as a precursor to quantitative studies to determine the range of content.

Where face-to-face depth interviews are not feasible, it is possible to conduct these interviews via the telephone with appropriate modifications in duration and content.

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