Methods:
In‑depth interviewing
a.k.a. group discussions or research workshops
Qualitative data collection
In-depth interviewing is a qualitative method used to capture rich, detailed insights into how people think, feel, and behave. It allows researchers to explore beyond surface responses, uncovering deeper motivations, attitudes, and experiences through open-ended discussion. This makes it especially valuable for complex or sensitive topics, where context and personal perspective are important.
It can be used as a standalone method or as part of a mixed-method approach, depending on research needs. On its own, it provides depth and clarity; alongside other methods, it helps explain and add meaning to broader data patterns. This flexibility makes in-depth interviewing a key tool for building a well-rounded understanding of audiences and behaviours.
Creating a rapport
Traditionally in-depth research interviews were carried out face to face and while that is sometimes still the case, the power and speed of online tools have shifted most depth projects online. Of course, this method is also more cost and time effective and allows us to easily speak with participants from all over the world. We can of course still share and prompt with imagery, video etc to stimulate and frame conversations.
Providing a framework
The interview is conducted using a topic guide or discussion guide which provides a framework for the discussion and facilitates the development of thoughts and ideas through open ended questioning. The interview is more of a guided conversation than a formal ‘question and answer’ session. Projective techniques are often woven into the interview too. These can be supplemented by sharing content online during a session too if undertaken remotely.
In-depth interviews
In-depth interviews are sometimes used in tandem with a quantitative survey. This can be as a precursor to help develop the questionnaire to ensure it is both relevant or afterwards, to delve into certain areas of interest or to bring pen profiles, personas and segments to life.
Types of in-depth interviewing
Stakeholder interviews
One to one depth interview
Paired depth interview
Triad depth interview
Virtual depth interview
Reconvened depth interview
The Eureka! approach
Once the project objectives and target audiences have been agreed, we progress through these key stages.
Recruitment of target
We write a recruitment questionnaire (or screener) to ensure the target audience matches the research requirement. This is typically a survey of 6 to 10 questions that we use to screen potential participants (for example) by job role, age, work focus, seniority, income, awareness or usage of a brand or product, etc.
Topic guide
The interview itself is usually framed by a topic or discussion guide that captures the key elements that need to be covered. We would agree the contents of this well in advance of the sessions. Discussions are not visibly scripted however and are free flowing allowing participants to bring their own thoughts, ideas, and questions to each discussion and for us as moderators to alter the flow of the session as we see fit.
Pre-interview material
Sometimes it can be useful to get the respondent fired-up by sending them pertinent information or tasks before the interview. This then becomes part of the data collection itself but can also focus the mind of the respondent making the next session much more time-efficient.
The interview itself
Sessions are convened at a time and location to put each respondent at ease. They are typically structured to be more informal, but this can depend on the content and research requirements. The typical session lasts for around 30–60 minutes.
Reporting
We will develop a report following the sessions, varying from a top-line summary to a fully detailed output (dependent on client requirements). This is often supplemented with audio recordings and video as required.
Wolseley
Wolseley sought to better understand heating engineers’ needs, challenges, and expectations in a rapidly evolving sector shaped by changing technologies and market pressures.
Urban & Civic
A large-scale study for Urban&Civic gathered insights from local residents through expanded focus groups to shape marketing and community engagement for the Houlton housing development.
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