In-Depth Interviews Explained

In-depth interviews are an excellent way to probe people’s deepest thoughts, feelings, and emotions. They provide brands deep insights to help optimise their messaging, come up with new product ideas or service extensions and understand their barriers to behaviour and behaviour change.

The key advantage of an online in-depth is that only the people involved are the interviewer and the interviewee. They are particularly popular for B2B research. In this environment, the interviewee is a lot less likely to feel any pressure to conform to group opinion, all the answers they give are not influenced by opinions and kept confidential.

Online In-Depth Interviews

Online depth interviews have a particular advantage over face to face allow interviewing to be conducted with individuals anywhere in the world without the cost of travel. Online in-depth interviews use a wide set of tools to plan, manage and securely conduct your consumer or employee interviews.

Some people, however, feel more comfortable sharing opinions on the classic face-to-face method, which also allows for easier sharing of documents, testing products and sharing imagery, and you don’t have to rely on your WiFi for it to go ahead! If more than one person is involved, it is classed as a focus group.

Online in-depth interviews using webcam video or chat-based software for conducting multiple-depth interviews in parallel, in-depth online interviews (often referred to as IDIs) have never been so easy. Interviews can be conducted from the convenience of respondents’ homes or offices and unlike online surveys, online interviews are different in that the questions asked in an interview seek to find out more detailed information about the thoughts, feelings and perceptions of the participant. For this reason, most interviews have quite a loose structure.

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System 1, developed by Kahneman (2011), refers to the brain’s processing of information quickly, instinctually and emotionally, and this is usually done unconsciously. The opposite to System 1 is System 2 which is responsible for slow, conscious, logical and deliberative thinking. ​​​​